Case Study: My Food and Family achieves major awareness lifts and 5.7% engagement with Popular Pays

How Kraft Heinz used Influencers to enhance perceptions of My Food and Family

My Food and Family, Kraft Heinz’s content hub for recipes and mealtime tips, needed a strategic, efficient way to scale influencer marketing and measure its real impact beyond basic engagement metrics. They engaged Popular Pays, using Popular Pays’ Connect and Collaborate solutions, to source creators, streamline brief creation and collaboration, and centralize campaign tracking while addressing gaps in measurement and brand lift.

Popular Pays executed two influencer campaigns using its brief builder and first‑party audience data, and teamed with measurement partner Group RFZ to quantify impact. The program (12 influencers) delivered >8 million impressions and a 5.7% engagement rate (103% above the brand channel average). Group RFZ’s brand lift study showed aided awareness +11 points (19%→30%), unaided awareness +5 points (3%→8%), a +19‑point lift for “provides helpful kitchen tips,” +13 for relevance to young families, a three‑fold rise in parents’ unaided awareness, and a +16‑point lift in likelihood to visit (50% of exposed said they were likely to visit). Popular Pays’ platform and measurement partnership proved the program’s effectiveness and provided data to optimize future efforts.

My Food and Family

Khari Shelton

Sr Analyst Social Media