Case Study: Kraft Heinz achieves 47% more effective reach and 1.9M+ video optimizations with Zefr Suitability

Kraft Heinz used Zefr Suitability to Drive More Effective Reach

Kraft Heinz engaged Zefr to improve reach among parents ages 25–54 for its Q2 Kool Aid Value campaign while ensuring brand-safe, suitable placements on YouTube. The brand had found that platform-provided tools previously delivered 58% of impressions against URLs outside its suitability standards, so it needed greater transparency and control.

Zefr used its Zefr Suitability programmatic tools to run a URL-level diagnostic, create dynamic inclusion lists aligned to 4As/GARM (excluding children’s entertainment, news & politics, gaming, mature music and religion), and perform dynamic refreshes that added 1.9M+ video-level optimizations. The campaign achieved a :15 CPM of $9.14 (47% more effective vs suitable benchmark), a bumper CPM of $5.25 (38% more effective), +10% higher :15 VCR and a 94% bumper VCR, meeting performance goals without sacrificing safety and suitability.

Kraft Heinz