Kraft Heinz

Challenge:

Despite their strong reputation, Kraft Heinz Foodservice saw a decline in volume share through wholesalers. The goal was to win over UK Independents—managers, owners, and chefs. The challenge was to stand out from competitors and increase market share amid rising costs and a trend towards cheaper alternatives.

Insight:

A sauce can make or break a dish.

Strategy:

Heinz elevates the chef’s signature touch, creating flavors that get people talking.

Execution:

The “Back-of-House Really Isn’t” campaign showcased the importance of sauces in culinary creations. Using online reviews and in-depth research, the campaign highlighted how Heinz sauces elevate dishes and enhance customer experiences.