Kraft Heinz’s F. Whitlock & Sons to auction NFT artwork

Kraft Heinz’s F. Whitlock & Sons is set to auction an NFT, with proceeds to go to The Hunger Project.

The announcement:

F. Whitlock & Sons is challenging Aussies and Kiwis to get out of the mundane and feed their adventure with the launch of a new range of flavoursome products.

Killer beans, marinades and rubs are now on shelves across the Tasman, joining BBQ sauces that landed in supermarkets in New Zealand from late last year.

Nicola Curran, F. Whitlock & Sons Flavour Adventurist and Brand Purveyor says: “We’re excited to launch new additions in the “Whitlock’s” range across Australia and New Zealand and help bring to life our brand aspiration of disrupting every-day routines and allowing consumers to experience their favourite foods in bold and adventurous ways.”

To celebrate the new range, F. Whitlock & Sons is smashing through the digital frontier by partnering with Aussie artist and social media star Campbell Walker, (Struthless), to create a Non-Fungible Token (NFT) digital artwork inspired by the brand’s latest creative campaign, ‘Whitlock’s Tales of Delicious Demise’.

The campaign explores the products’ stand-out label designs, which feature clever illustrative depictions of ingredients having their flavour extracted, in distinct black and white with a pop of red.

The unexpected portrayal of how product ingredients meet their delicious demise personifies the bold and adventurous ingredients that feature in F. Whitlock & Sons products, bringing characters to life and telling the tales of how and why these tasty ingredients end up in a can or bottle for everyone to enjoy.

From today, Struthless’ first-ever bespoke NFT artwork will be up for auction and open for bids via OpenSea.

“We’ve partnered with Struthless to introduce people to the world of Whitlock’s, allowing them to discover the characters behind our products’ ingredients and give them the opportunity to really engage with our brand, by owning a unique digital piece of Whitlock’s art,” continued Nicola Curran.

Struthless says: “I’m excited to be working with F. Whitlock & Sons for their official brand launch in Australia. I’m thrilled that my first NFT gets to support a good cause! Plus, we get to explore new tech and make some really fun art – should be a blast!”

Inspired by the F. Whitlock & Sons Chipotle BBQ Sauce, the artwork is a stop motion created with paper layers and frames, showcasing a Struthless take on the delicious demise of Chip the chipotle, before it inevitably ends up in a bottle for all to enjoy.

All proceeds raised from the sale of ‘Whitlock’s Tales of Delicious Demise’ NFT will go The Hunger Project Australia, not-for-profit that works to sustainably end hunger in alignment with the UN Sustainable Development Goal #2 of Zero Hunger.

The initiative is supported by the Good Empire Founder, André Eikmeier, former co-founder and CEO of Vinomofo, who says: “I love how bold and original F. Whitlock & Sons is with how they bring their brand to life. We all need to be constantly thinking how we can use our voice and reach for good. I love a good sauce; I love good art and I love a good cause. We’re challenging anyone who’s keen on investing in some super cool and original art to bid on this awesome NFT. It’s time to help save the f**king world.”

The auction is open to the public on OpenSea where anyone with a cryptocurrency digital wallet can participate by bidding.

Source: Society Marcom media release


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