• by Fern Siegel , July 15, 2022

The Kitchen, the in-house agency for Kraft Heinz, launched a targeted out-of-home campaign to augment the food company’s new glow-in-the-dark Camp S’mores packaging for Jet-Puffed marshmallows.

“We wanted to give fans a way to enjoy their s’mores no matter if it’s day or night,” says Samantha Mills, associate director of brand communications at Kraft Heinz.

The campaign is comprised of six glow-in-the-dark OOH billboards in specific locations: two in Colorado Springs, Colo., two in Bentonville, Arkansas, and one each in Kalispell, Montana, and Minneapolis.

Fans can also discover S’morion in the night sky using a custom AR filter at smoregazing.com or by scanning the QR code on the back of the new Camp S’mores packaging.

Plus, they can win a free S’moregazing kit by posting pictures of their S’moregazing experience with #GoSmoregazing #Sweepstakes on Instagram.

Kraft Heinz reported 2020 net sales of approximately $26 billion.