Incogmeato By Morningstar Farms Joins Forces With Heineken 0.0 To Bring The 4th For All

Rhea-AI Summary

Kellogg's Incogmeato and Heineken 0.0 have joined forces to launch the '4th for All' kits, targeting over 10 million Americans who will work on July 4th. The kits include plant-based Incogmeato burgers, which contain 41% less saturated fat compared to ground beef, and alcohol-free Heineken 0.0, allowing workers to enjoy the grilling holiday. The promotion runs from June 28 - July 2, 2021. Influencers will help spread awareness about the kits, aiming to enhance the experience of American workers during the holiday.

Positive

• Collaborative marketing with Heineken enhances brand visibility.
• Introduction of healthier plant-based options aligns with consumer trends.
• Promotion addresses the needs of workers missing out on the holiday.

Negative

• None.

BATTLE CREEK, Mich., June 24, 2021 /PRNewswire/ -- More than 10 million Americans have to work on July 4^th, forcing them to miss out on the biggest grilling holiday of the year.¹ But this year, Incogmeato® by MorningStar Farms® and Heineken 0.0® are teaming up to deliver the cure for FOMO-GO – the fear of missing out on grilling out – letting people get in on the grilling action, even if they have to clock in. 

Incogmeato and Heineken 0.0 combine two of the hottest trends this BBQ season – plant-based food² and alcohol-free drinks³ – prompting Americans to rethink their grill-out go-to's, burger and beer, and opt for choices they can feel good about. The two brands created custom '4^th for All' kits to surprise and satisfy American workers on the clock during the Fourth of July holiday. These kits contain juicy plant-based Incogmeato burgers that look, cook and taste like the real thing and compared to ground beef contains about the same amount of protein, but with 41% less saturated fat, making it a better but just as tasty option. What goes better with burgers than a refreshing beverage? Each kit also includes Heineken 0.0, which has 100% of the taste, but 0.0% of the alcohol.

"Incogmeato plant-based burgers and Heineken 0.0 are the next-gen burger and beverage combo making grilling more flavorful and accessible this summer," said Sara Young, General Manager, Plant-Based Proteins at Kellogg Company. "Our 4^th For All Kits deliver the meaty, juicy and refreshing flavors in a way you can feel good about."

To spread the word, the brands are teaming up with influencers who know what it's like to work on holidays and have experienced firsthand what it feels like to miss out on grilling out. Starting Monday, influencers including Nurse Hadley (@nurse.hadley), Nurse Sugar (@mylifeassugar_), Dr. Erika (@doctordiaries) and U.S. military family Duana and Curt Cooper (@thecurlycoopers) are sharing on social how they're surprising co-workers and friends who know what it's like to have FOMO-GO with customized 4^th For All Kits to make certain everyone gets to enjoy the excitement of the biggest grilling holiday of the year.    

"Everyone should be able to participate in the best grilling occasion of the year, especially workers who work incredibly hard all year round," said Robert Hamilton, Senior Marketing Manager, HEINEKEN USA. "We hope these grilling kits make their holiday a little brighter — and better tasting! — with delicious twists on summer staples."

4^th FOR ALL KITS TO BUST FOMO-GO

• For a chance to win, post #FOMOGO and #Entry on Twitter or swipe up on the 4^th For All posts from Nurse Hadley, military family Duana and Curt Cooper and others to be directed to a microsite where you can enter for the chance to win a 4^th For All Kit.
• Promotion will run from June 28^th at 8 AM ET through July 2^nd at 11:59 PM ET. Limit one entry per person. Only eligible to those 21+ years of age and older.
• If you live in Los Angeles or New York City, you may get one delivered to your front door in less than two hours on July 3^rd.
• Winners who live outside of the delivery zone will receive Incogmeato and Heineken 0.0 coupons.
• For official rules, visit here.

To learn more about Incogmeato, visit Incogmeato.com. Follow @IncogmeatoUS on Facebook and Instagram and @Incogmeato on Twitter for all the latest plant-based updates.

To learn more about Heineken® 0.0., visit Heineken.com. Follow @Heineken_US on Instagram and Twitter.

About Kellogg Company
At Kellogg Company (NYSE: K), we strive to enrich and delight the world through foods and brands that matter. Our beloved brands include Pringles®, Cheez-It®, Special K®, Kellogg's Frosted Flakes®, Pop-Tarts®, Kellogg's Corn Flakes®, Rice Krispies®, Eggo®, Mini-Wheats®, Kashi®, RXBAR®, MorningStar Farms® and more. Net sales in 2019 were approximately $13.6 billion, comprised principally of snacks and convenience foods like cereal and frozen foods. Kellogg brands are beloved in markets around the world. We are also a company with Heart & Soul, committed to creating Better Days for 3 billion people by the end of 2030 through our Kellogg's® Better Days global purpose platform. Visit www.KelloggCompany.com or www.OpenforBreakfast.com.

About HEINEKEN USA
HEINEKEN USA Inc., the nation's leading high-end beer importer, is a subsidiary of HEINEKEN International N.V., the world's most international brewer. Key brands imported into the U.S. are Heineken® – the world's most international beer brand, Heineken® 0.0 – an alcohol-free beer innovation, the Dos Equis Franchise, the Tecate Franchise, and AriZona SunRise Hard Seltzer. HEINEKEN USA also imports Amstel Light, Red Stripe, Tiger Beer, Strongbow Hard Apple Ciders, Birra Moretti, Bohemia and more. For news and updates, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.

¹ Bureau of Labor Statistics, 2018

² Mintel, Plant-based Proteins, May 2021

³ Mintel, "Beer: Incl Impact of COVID-19 - US," November 2020

 

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SOURCE Kellogg Company

FAQ

What is the '4th for All' kit from Incogmeato and Heineken?

The '4th for All' kit includes plant-based Incogmeato burgers and Heineken 0.0, designed for Americans working on July 4th.

When is the promotion for the '4th for All' kits available?

The promotion runs from June 28, 2021, through July 2, 2021.

How can consumers win a '4th for All' kit?

Consumers can enter by posting #FOMOGO and #Entry on Twitter or participating in Instagram posts related to the kits.

What are the health benefits of Incogmeato burgers?

Incogmeato burgers contain about the same protein as ground beef but with 41% less saturated fat.

Who is involved in promoting the '4th for All' kits?

Influencers including Nurse Hadley and military family Duana and Curt Cooper are promoting the kits.