Kraft Heinz turned an employee’s message into a viral YouTube hit

As people were panic-buying food and supplies during spring 2020, an employee at Kraft Heinz’s Springfield, Missouri, manufacturing plant posted an inspirational message on Ketchapp, the internal messaging system. The message consisted of photos of plant workers and the phrase “We Got You America.” This unprompted, unplanned post became a motto for the company’s efforts during COVID.

Kraft Heinz organized an internal “We Got You America” campaign that highlighted the efforts of its manufacturing plants and employees to meet the unprecedented demand for its products. As part of the campaign, the company aired a 60-second TV ad in tribute to employees, “We Got You America. ” Shot by Kraft Heinz manufacturing workers in Ohio and Illinois, the one-minute video was produced as a formal ad featured both internally and externally.