Kraft puts gender pay gap into nut bags

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NUTrition Equal Pay Pack

NUTrition Equal Pay Pack

NUT-rition teams up
with Laura Dern,
mcgarrybowen, Whitehouse,
and Another Country
to shine a light
on pay inequality
on National Equal Pay Day

NUT-rition is a brand that believes women should demand more — more from their snacks and more from their lives. But women today face bigger issues than finding the right snack.

On National Equal Pay Day (April 2), NUT-rition teamed up with award-winning actress Laura Dern and Equal Rights Advocates (ERA) to shine a light on wage inequality.

In the United States, women earn about 80 cents for every dollar earned by their male counterparts — and that’s just nuts.

 
Selling the bags of inequality
To raise awareness of the gender pay gap, NUT-rition partnered with Laura Dern as an executive producer of a hidden-camera video to highlight what it feels like to get less. Chicago’s mcgarrybowen handled creative, Whitehouse Post handled the post, and Another Country worked the audio.

In the video, unsuspecting store customers are sold gender-specific bags of NUT-rition — with male customers offered bags that have 20% less product than packs offered to their female counterparts.

 
THE PAY GAP IS NUTS | NUTRITION SNACK NUTS

 

“It’s hard to believe that in 2019, wage inequality is still a problem,” said NUT-rition video executive producer and actress Laura Dern. “The reality is, women make 20% less than men. And that percentage is even worse for minorities. Through my own experiences and work with NUT-rition, I want to start a dialogue about the gender pay gap. The situation won’t be resolved overnight, but every voice and action can make a difference.”

 
Available at a store near you
NUT-rition is also extending efforts from onscreen to on-shelf by launching a limited-edition Equal Pay Pack that is 20% bigger than the regular NUT-rition pack.

The 20% more pack features a blend of almonds, cashews, pecans and dried fruit, and will be available for a limited time online at paygapisnuts.com and at select retailers. The Equal Pay Pack benefits Equal Rights Advocates and helps fund a legal helpline available to anyone who feels they’re experiencing an issue with pay inequality.

“Women deserve equal pay for equal work,” said Noreen Farrell, Executive Director for Equal Rights Advocates. “We are proud to partner with NUT-rition to inspire workplace changes across the U.S. and to support women workers learning more about their rights.”

For more information about the gender pay gap and how you can enact change, visit equalrights.org. To learn more about NUT-rition and the limited-edition Equal Pay Pack, visit paygapisnuts.com.

 
CREDITS — NUTrition Equal Pay ANA
Client: Kraft Heinz
   Vikramjeet Singh: Vice President, Marketing – US Beverages, Snacks and Desserts
   Luke Cole: Head of Brand Build – Snacks, Desserts and Seasonals
   Mariia Ievseieva: Associate Director of Brand Build
   Maya McDonald: Social Media Manager

Creative Agency: mcgarrybowen Chicago
   Tom Smith: Group Managing Director
   EB Jackson: Account Director
   Lucy Bahler: Account Executive
   Karli Mittel: Assistant Account Executive
   Kurt Fries: Chief Creative Officer
   Dave Reger: Executive Creative Director
   Michael Straznickas: Executive Creative Director
   Allison Miller: Creative Director, Art
   Kelly Jenkins: Creative Director, Copy
   Monica Behrmann: Senior Art Director
   Tess Dmitrovsky: Senior Copywriter
   Shawna Ross: Executive Director, Strategy
   Kevin Kovanich: Director, Strategy
   Ann McCallum: Associate Strategist, Strategy
   Steve Ross: Director of Content Production
   Mark Olson: Executive Producer, Content
   Kelly Duff: Producer, Content
   Lana Samara: Executive Producer, Digital
   Joann Baker: Director, Business Affairs
   Alica Townsend: Senior Business Manager
   Jamika Logan: Talent Supervisor
   Kate Kubaryk: Music Production Manager
   Libby Carlson: Senior Music Producer

Executive Producer:
   Laura Dern

Production Company: Greenhouse Films
   David Stoddart: Director
   Craig Houchin: Executive Producer/Manager
   Elena Kakoullis: Producer

Post Production Company: Whitehouse Post
   Glorily Velez: Editor
   Maggie Miller: Producer
   Katie Sink: Producer
   Kate Soczka: Producer
   Colorist: Julien Biard

Post Production Company: Carbon
   Kate Soczka: Senior Producer
   Julien Biard: Colorist
   Matt Bregger: Finish Artist
   Steven Wind: Finish Artist
   Michael Sarabia: Finish Artist

Audio Company: Another Country
   Tim Konn: Audio Producer
   Dave Gerbosi: Audio Engineer

 
About the Kraft Heinz Company
For 150 years, Kraft Heinz has produced some of the world’s most beloved products at The Kraft Heinz Company (NASDAQ: KHC). Our Vision is To Be the Best Food Company, Growing a Better World. We are one of the largest global food and beverage companies, with 2018 net sales of approximately $26 billion. The company’s portfolio is a diverse mix of iconic and emerging brands. As the guardians of these brands and the creators of innovative new products, Kraft Heinz is dedicated to the sustainable health of people and the planet. To learn more, click here.

 
Send your campaign updates to Reel Chicago Editor Dan Patton, dan@reelchicago.com.

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BackTalk
  • Hannah

    Am I reading correctly that this video was directed by a man? #tonedeaf

  • Irukandji

    Why would anyone hire a man when they could hire a woman to do the same job for 20% less? The gender wage gap is a myth.

  • Dan Yell

    The only 2 comments on here are terrible. Directed by a man? Do you not see all the women involved in this production? I love this video and that it draws attention to a real problem whether you feel the effects of it or not.

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