Firework and HEINZ® team up to launch first Halloween Shoppable Livestream event


HEINZ is finding new avenues to modern family engagement with a Halloween event broadcast live nationwide from its first Los Angeles-area pop-up store on October 23.

Posted: October 21, 2021 at 9:23 a.m. EDT|Update: 38 minutes ago

REDWOOD CITY, California, 21 October 2021 / PRNewswire / – Fireworks, the video platform designed to bring live streaming and short video experiences to any website, has partnered with HEINZ® to deliver a one-of-a-kind live streaming experience with the opening of the HEINZ Halloween store in Santa Monica, California.

Kraft Heinz Logo (PRNewsfoto / Firework)

As HEINZ deploys its Tomato Blood Ketchup and tomato blood costume kits just in time for Halloween costume fun, the brand will be streaming purchasable videos live from its HEINZ Halloween store in Santa Monica Place, engaging modern families and fans alike. Halloween across the country. Through live broadcasts hosted directly on the HEINZ website and social media channels owned and broadcast simultaneously on multiple publishing websites through a partnership with Evolve Media, HEINZ exploits new ways to turn localized events into one. national game.

“We’re excited to bring Halloween magic to people through our very first HEINZ Halloween store, but we don’t want to limit this experience to those who can do it in person,” said Ashleigh Gibson, brand manager, HEINZ. “By working with Firework, we are able to connect with fans across the country who can not only watch the action unfold live, but also actively participate in the conversation and purchase products without ever leaving the stream. “

Modern families and young consumers are bombarded with content from all directions, 24/7, and brands and their agencies need to be more creative to break the noise. The HEINZ Live Streaming Event, featuring costume-making tutorials, demonstrations and other interactive programming, will leverage the Firework platform, enabling instant engagement between viewers and creators and boosting sentiment and brand affinity. The livestream, which will allow for easy purchases directly from the stream, will be shown on the HEINZ website and streamed simultaneously on Facebook, YouTube and through a partnership with Evolve Media.

“As one of the first major CPG brands in the United States to sell direct to consumers via a large-scale live event with Firework, HEINZ is opening authentic new avenues to direct engagement, especially with young families. “, said Jeff Lucas, director of fireworks recipes. “Direct shopping, although already very popular in Asian markets, is only just starting to take hold here in United States. As the third largest food and beverage company in North America, the Kraft Heinz Company is clearly demonstrating that live engagement and e-commerce, both inside and outside the walled gardens of social media, are the way of the future. “

The live streaming event is part of the launch of HEINZ Tomato Blood Ketchup, reflecting the fact that for years families around the world have used HEINZ Ketchup to add fake but convincing “blood” to Halloween costumes. The campaign was created with Publicis 57, partner of the media agency Heinz, a unique tailor-made model based on centers of excellence such as Publicis Commerce. In addition to bottles of Tomato Blood Ketchup, available at national grocery stores, HEINZ has also launched costume kits from Tomato Blood and the HEINZ Halloween Store, where customers can purchase merchandise and even create their own costumes using HEINZ Tomato Blood. Ketchup and the interactive store “Drip Stations.”

“By bringing this exciting pop-up store experience to families across the country through live streaming, HEINZ is making an already vibrant and compelling seasonal campaign that much more appealing,” said Eric Levin, President and Chief Content Officer, Publicis Media US. “HEINZ has a fantastic seasonal campaign and delivers it to fans through the kind of interactive, slippery content they’re used to. HEINZ is generating their next wave of fandom and leading the next wave of content ecommerce in the process.

About the fireworks
Firework is the world’s leading immersive shoppertainment platform with video buying, live commerce and monetization capabilities powering more than 600 brands, retailers and media publishers worldwide. Accelerated by the pandemic, Firework has grown 10 times faster year over year, delivering interactive TikTok-like video experiences, all while adding a single line of HTML to your own website or app. Firework enables its customers to create and host native and purchasable video content for engaging product discovery, seamless shopping experiences, and ultimately a deeper emotional connection with consumers. The company is backed by IDG Capital, Lightspeed Venture Partners and GSR Ventures, with over $ 100 million in capital raised to date. For more information, please visit

About the Kraft Heinz Company
We drive transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our purpose, make life delicious. Consumers are at the center of everything we do. With 2020 sales of around $ 26 billion, we are committed to growing our iconic and emerging food and beverage brands globally. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of six consumer-focused product platforms. As citizens of the world, we are committed to making a lasting ethical impact while helping to feed the world in a healthy and responsible way. Learn more about our trip by visiting or follow us on LinkedIn and Twitter.

About Publicis Média
Publicis Media harnesses the power of modern media through the global agency brands Starcom, Zenith, Spark Foundry and Performics. A key business solution from Publicis Groupe ([Euronext Paris FR0000130577, CAC 40], Publicis Media’s global, digitally-driven, data-driven practices deliver customer value and drive growth in a platform-powered world. It is present in more than sixty countries with more than 17,000 employees worldwide.

Fatimah Nouilati
Scratch Marketing + Media for fireworks
[email protected]

Heinz Halloween website powered by Firework (PRNewsfoto / Firework)
Heinz Halloween website powered by Firework (PRNewsfoto / Firework)
Igniting Human Connection Technology (PRNewsfoto / Firework)
Igniting Human Connection Technology (PRNewsfoto / Firework)

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