Elevating the Voice of Kraft Heinz in the F&B Business

Kraft Heinz Food Service Indonesia (KHFS) is the B2B arm of one of the world’s most iconic food brands. Known for its sauces, ketchups, and syrups, KHFS plays a behind-the-scenes role in countless restaurant kitchens across the country.

Project Background

While its products were widely used, the brand’s digital voice didn’t match its industry presences. KHFS’s social media was relatively inactive, lacked consistency, and hadn’t yet positioned the brand as a true partner for business growth. The challenge wasn’t product—it was perception.

KHFS needed to shift from being just a supplier to becoming a solutions-driven collaborator for restaurant owners. And to do that, it had to show up differently—visually, strategically, and more consistently across digital touchpoints.

CLIENT

Kraft Heinz Indonesia

INDUSTRY

Food and Beverages

DISCIPLINE

Social Media Management
Multimedia, Photography and Videography

TEAM

Social Media Management – Iqbal Putra Hidayat, Angel Marchella
Multimedia, Photography and Videography – Rendy Derrick, Daniel Gerti, Azi Azizi, Muhammad Lionardi

*All images here are the intellectual property of Kanvasaur.

From Flavor to Value: How We Activated KHFS’s B2B Potential

To reposition Kraft Heinz Food Service as a trusted partner for restaurant operators, we focused on building a content ecosystem that felt less like product promotion—and more like a partnership. The goal was to offer value through every post, reel, and campaign: from menu inspiration and restaurant management tips to insightful industry content that reflected the real needs of the F&B business community.

This wasn’t just a visual refresh, it was a shift in voice, strategy, and presence across digital touchpoints. Here’s how we brought it to life:

Social Media Management

Developed a monthly editorial plan mapped to seasonal themes and restaurant needs
Created detailed copywriting, image directions, and captions to support consistent storytelling
Connected Instagram to WhatsApp Business through CTA integration and asset optimization for WhatsApp blast campaigns

Creative Production

Produced 12 motion videos and 4 static designs tailored to the food service industry
Conducted on-site video shoots at KHFS headquarters
Delivered edited content optimized for both organic posting and promotional use

Every touchpoint was intentional—designed to shift perception from product-centric to partner-driven. By aligning content, visuals, and platform utility, we gave KHFS not just a stronger presence, but a clearer voice in the B2B food service space.

*All images here are the intellectual property of Kanvasaur.

Shifting Gears from Presence to Performance

Over 12 months, our strategy transformed KHFS’s Instagram from a quiet channel into a consistent, business-focused platform. The shift wasn’t just visual—it was functional. The account became a resource hub, a direct line to B2B clients, and a reflection of the brand’s evolving role in the industry.

Social Media Management

KHFS’s Instagram became significantly more active, with a clear editorial rhythm
Content pillars like recipes, industry tips, and product showcases increased engagement and relevance
Visual consistency across static, motion, and video content elevated brand perception
Instagram CTA was integrated with WhatsApp Business, opening direct communication with clients
Assets were repurposed for WhatsApp blast campaigns, expanding reach beyond the platform

Creative Production

Produced 12 motion videos tailored to food operators’ needs
Delivered 4 static designs optimized for both feed and promo use
On-site video shoots enabled authentic, high-quality content that reflected real Kraft Heinz moments

Creative assets played a key role in shaping perception. With stronger visuals and relevant motion content, KHFS began speaking in a language that resonated more deeply with operators.

As a result, KHFS renewed the partnership for a second year (June 2024 – June 2025), expanding the scope of work and reinforcing trust in the strategy we built together.