De-risking brand launch for a global food and beverage giant.
Insight and ideation from a community of brand advocates to inform brand direction and guarantee successful activation.
100s of insight and ideation responses to validate campaign creative.
1000s of demographic information points to steer future campaigns.
Ongoing community of brand ambassadors for future insight projects.
Overview
Kraft Heinz is the third-largest food and beverage company in North America and the fifth-largest in the world. From the quality of its world-class iconic brands to its commitment to the communities in which its customers and employees live, work and do business, Kraft Heinz puts consumers at the heart of everything it does.
Aim
Successfully enter the market for 'premium cat food' in New Zealand through the launch of Kraft Heinz’s new pet food brand.
Strategy
Recruit an exclusive group of 50 - 100 brand ambassadors to respond to a set of briefs, gaining an understanding of consumption patterns and new ideas for the brand. By combining the insights and ideation, create new concepts for the community to evaluate, building a strong brand for the market.
Results
100s of insight and ideation responses to validate campaign creative.
1000s of demographic information points to steer future campaigns.
Ongoing community of brand ambassadors for future insight projects.
