HEINZ
FUTURE PROOFING AN ICONic portfolio
CLIENT
Heinz
SCOPE
Strategy • Design • Realisation
THE CHALLENGE
There is nothing better than a good bowl of soup. Nourishing and filling, a bowl of soup has soul. Our challenge was to help future-proof an icon.
THE SOLVE
We helped deliver a portfolio strategy united by the Henry J Heinz’s promise ‘To do the common, uncommonly well’ in balance with unique and compelling category narratives.
We helped create new offers, evolving and revolutionising packaging design maximising the portfolio in each category. Resulting in significant lifts in brand health across Beans, Soup, Sauces, Frozen and Infant categories.
Soup of the Day and Organic Babyfood were both awarded Silver Pentawards, 2014.
+15%
Heinz was reframed from an old, out of touch Grandad and brand equity lifted by 15%.
SOURCE: Marketing Director, Kraft Heinz. 2016.
