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Kraft Heinz

Shikatani Lacroix designed positioning and packaging for Crave, the latest frozen food brand from Kraft Heinz Canada. The brand was launched to deliver taste, flavor, and variety to the frozen aisle, without sacrificing quality ingredients. Crave hit grocery stores across the nation with a range of bold meals in March 2018.


Kraft Heinz:


largest food and beverage company in the world


plus brands



Kraft Heinz launched the Devour frozen food brand in the USA in 2016, but wanted to distinguish the hearty, flavorful meals for the Canadian market. The company wanted Crave to reflect the bold taste of Devour meals with a personality that resonated north of the 49th parallel.

Frozen dinners and entrées have a high household penetration, but the category remains flat. The launch of Crave presented an opportunity to target a different segment of shoppers browsing the frozen food aisle – shoppers concerned with convenience and taste, who are looking for “craveable” meals made with quality, premium ingredients.

The Challenge

Consumers driven by taste have been a largely underserved segment of frozen meal shoppers. Filling and indulgent, Crave meals needed to appeal to shoppers with a focus on bold flavors that would tantalize customers from the shelves of the frozen food aisle.

“We wanted the packaging to reinforce the brand’s taste credentials, satisfying portions, and real ingredients.” - Gary Oakley, Creative Director

Our Process


The creative process began with five months of intensive research, brainstorming, and focus groups, which provided a solid foundation for the strategic process.

The most important stage of this exploration involved developing a thorough understanding of Crave’s target demographic. Clearly defining the target market, a 50/50 male/female split, allowed Shikatani Lacroix to work with Kraft Heinz Canada to find the best approach for standing out on busy grocery store shelves.

The research process revealed that the competitive set is failing to deliver on bold taste and convenience. That’s why Kraft Heinz decided to focus its efforts on promoting Crave’s premium ingredients, textures, and tastes that drive the craving for something better.


Based on the findings of the Define process, Shikatani Lacroix presented Kraft Heinz with three different brand positions, based on three distinct territories. Each position was matched with a clear brand expression, mood board, and various packaging design concepts.

Each design concept was inspired by mouth-watering “food porn,” to help inspire hunger cravings. The delectable-looking food photography made each package Instagram-worthy and irresistible.

The final position and packaging strategy was a blend of the best parts of each concept. Framed by masculine, tattooed arms, each package is clearly differentiated from the competition and delivers on bold flavor and taste.


Crave hit grocery store shelves across Canada in March 2018, and customers are discovering this flavorful new addition to the frozen food aisle.

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