Kraft Heinz is emphasizing informal get-togethers in an effort to connect with Quebec shoppers this summer.

The CPG is playing with its longstanding, historical advertising slogan of “57” and adapting it to a “5 to 7,” or “cinq à sept” in French, a leisure period that is somewhat like a happy hour, but more of an informal post-work gathering. 

There are a slew of shopper assets in market leaning into the idea, with Heinz’s barbecue and barbecue-adjacent portfolio getting the spotlight. That includes barbecue sauce, but also salad dressings, cheese and beverages.

The displays include bunker buddies, headers, shelf talkers, profit panels, pergola displays and more.

“These tools are not necessarily things that we would do for every one of our programs, but we selected some of the more relevant tools that are being used in that market,” says Richard Behrman, who leads Kraft Heinz’s Canadian omnichannel marketing, trade marketing and partnerships. While the program is an extension of the “It’s Not Summer Without Heinz” campaign, it is far from a simple French-language adaptation.

“All too often campaigns [in Quebec] are simply translated, and we took the trans-creation approach here, where we actually briefed our agency about unique insights about the market, consumer, to try and unlock something much greater,” Behrman says. There is a big payout to tapping into unique cultural insights in the province, Behrman adds.

In addition to driving traffic through paid media on Instagram, Facebook and TikTok by Quebec content creators, Behrman says it is using deal and discount apps Flipp and Reebee to drive pre-shop interest.

“All the work I’m doing is around connecting the different parts of the marketing ecosystem to result in a better consumer experience,” he says. “Flipp and Reebee play a critical role in the grocery planning phase.”

The “cinq à sept” idea came from L’atalier, Kraft Heinz’s in-house design studio, while Salt XC pulled off the execution. Carat handled the media buy.