heinz pitch brief

NEW BUSINESS PITCH BRIEFHEINZ KETCHUP

CONTENT WORK PROJECT

OVERVIEWKraft spent $540 million on domestic ads last year, and Heinz spent more than $40 million. The combined figure is

expected to drop - and be spread among fewer agencies - as the conglomerate strives for greater efficiency.

Currently, Kraft Heinz is reviewing its creative accounts with an eye to cutting costs - and the company is actively looking for agencies to come up with creative marketing ideas (while the work itself will be outsourced to

production houses). Most likely, this review will involve Heinz's incumbent agencies: McGarryBowen, Leo Burnett, Taxi, CP&B, Cramer-Krasselt and David.

But, if you were to want to catch the attention of one of the biggest food brands in the world, this is how we would go about it: Understand the Heinz audience better than Heinz does! Here is our in-depth analysis of the Heinz

consumer.

BACKGROUND SUMMARYFounded by Henry Heinz in 1869, the H. J. Heinz Company manufactures thousands of food products in plants located on six continents, and markets these products in more than 200 countries and territories. Its top-selling

product is the world-famous Heinz Ketchup.

Heinz’s mission is “to be the best food company, growing a better world” and on March 25, 2015, the brand announced its merger with Kraft Foods, arranged by Berkshire Hathaway and 3G Capital.

OVERLAP ANALYSIS

6.41% 5.18%

Some of the best marketing opportunities can be inspired by one audience’s enthusiasm for multiple products (need we say: “chocolate and peanut butter?”). Here we see where the

Heinz audience overlaps with two other major food brands: TGI Fridays and Ore-Ida.

The Overlap analysis, among H.J. Heinz company brands, reveals that about 1/20th of the Heinz Ketchup audience follows other Heinz brands in other markets. The highest overlap

occurs between Heinz Ketchup and Ore-Ida frozen french fries and tater tots, while TGI Friday’s restaurant audience gathers less ketchup consumers.

2.8%

We can also see in which demographic segments Heinz enjoys the deepest penetration. The brand resonates strongest with Generation Z who are growing up with the Heinz brand.

We found the penetration scores by measuring the number of people interested in Heinz Ketchup in the reference market. Then we segmented penetration by generation cohorts in order to measure the Heinz ketchup social media

presence in each generation.Penetration peaks with Generation Z (13 to 17-year-olds) at 11.5%, after which it falls to 8.5% for Baby Boomers,

7.1% for Generation Xers, and a paltry 6.5% for Millennials.Heinz is already trying to improve their performance with Millennials by launching globally-inspired flavors, like

Sriracha and Jalapeno, which is appropriate for this demographic segment known for globe-trotting.

PENETRATION ANALYSIS

8.5%

BABY BOOMERS GENERATION X

MILLENNIALS GENERATION Z

6.5%

7.1%

11.5%

Ian McCarthy, Heinz’s Marketing Controller, said in an interview that Heinz’s social media strategy is to primarily drive engagement and advocacy stating, “our priority is to add value to consumers through

branded messages that are in touch with their needs and reinforce their love for our amazing brands.” Last year’s facebook campaign “Grow Your Own” reached 11 Million people, expanding Heinz’s social presence

for the cost of giving out free tomato seed packets.

CURRENT MARKETING GOALShttp://bit.ly/1kj68SDhttp://bit.ly/1kj68SD

PLAY ME

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The Heinz Ketchup audience is composed prevalently of college educated women without kids but who are in relationships. Forty percent of the audience belongs to the middle class with annual incomes between $40k and $70k. The majority of people in this audience belong to the Millennial generation (31%), followed by Gen Xers (26%) and Baby Boomers (22%).

AUDIENCE ANALYSISTARGET SEGMENT: HEINZ’S KETCHUP CUSTOMERS

PO

PU

LAR

ITY

15

61

75

12

41

39

20.42%

REACH

7.81% 13.94% 27.27% 34.50%

19

6SPORT LOVERS

MOVIE LOVERS

BUSINESSPEOPLE

FOOD LOVERS

FASHION LOVERS

TRAVELLOVERS

SOCIAL ACTIVIST

BEAUTY & WELLNESSAWARE

OUTDOORENTHUSIASTGAMERS

BOOKLOVER

PET LOVERS

HOME DECORATORS& DIY’S

PUBLIC FIGURESFOLLOWERS

GENDERFemale (67%)

AGE25-34 (31%)

STATUSMarried (51%)

FAMILYNo Kids (68%)

EDUCATIONCollege (66%)

INCOME$40K - $70K (43%)

# NAME REACH POPULARITY RELEVANCE

2

3

4

5

6

7

8

9

10

1 Beauty & Wellness ...

Fashion Lovers

Music Lovers

Travel Lovers

Sport Lovers

Car Lovers

Movie Lovers

Social Activist

Home Decorations ...

Public Figures Foll...

28.23%

25.04%

20.26%

19.61%

19.44%

19.34%

19.32%

17.26%

17.03%

16.15%

185.69

171.88

124.60

178.90

141.49

194.26

146.61

160.89

189.37

173.29

189.94

190.82

149.40

185.24

160.57

194.81

163.97

173.33

191.74

181.40

HEINZ CONSUMER PASSIONS - FOCUS: FASHIONTheir fashion preferences go to unisex and women's clothing, while clothes specifically designed for children and men have a very limited reach. In terms of a specific brand, Old Navy and Hanes best reach the Heinz ketchup audience. Both clothing brands are known for comfort and affordability.


2

3

4

1 Unisex

Women's Clothing

Children's Clothing

Men's Clothing

31.69%

30.07%

12:06%

2.97%

128.11

111.44

143.32

64.9

151.26

140.09

158.77

102.26

TRENDS

+ 2,5%

+ 4,63%

+ 24,44%

+ 10%


2

3

4

5

6

7

8

9

10

1 Old Navy

American Eagle Out...

Hanes

Coach

Levi's

Carhartt

Life is good

Hollister Co.

Gap

Express

7.46%

3.5%

3.01%

2.93%

2.47%

2.31%

2.14%

2.08%

2.07%

2.02%

176.63

129.5

192.23

168.82

165.21

162.73

175.48

107.51

174.09

116.45

173.64

141.53

162.08

161.68

157.39

153.51

159.27

123.5

157.5

127.23

FASHION GENRES Top 10 Unisex Clothing Brands

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IF YOU WANT KNOW MOREABOUT THIS AUDIENCE

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Taking a look at the music preferences of the target, we discover a down-to-earth audience who likes to be entertained by themes of everyday life, perfectly represented by the country legend Johnny Cash as well as new stars like Lady Antebellum. Of course, this All-American audience would listen to Country.


Pop Music

Classic Rock and Ol ...

Indie and Alternativ ...

Country Music

Urban and Hip-Hop

1

2

3

4

5

48.22%

43.58%

35.28%

31.36%

30.1%

73

72.33

36.9

113.34

49.44

114.99

114.45

90.8

141.5

99.12

TRENDS

+20,51%

-10%

-0,41%

-5,86%

-3,61%

REACH RELEVANCE

100591750.04%39.78%26.52%13.26%<0.01% 141 183

Johnny Cash

Lady Antebellum

George Strait

Rascal Flatts

Jason Aldean

Carrie Underwood

Kenny Chesney

Brad Paisley

Tim McGraw

Reba McEntire

HEINZ CONSUMER EMOTIONS - FOCUS: MUSIC

TOP MUSIC GENRES TOP 10 COUNTRY SINGERS


CLICK HERE

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http://bit.ly/1RRaVWjhttp://bit.ly/1RRaVWjhttp://bit.ly/1RRaVWjhttp://bit.ly/1RRaVWjhttp://bit.ly/1RRaVWj

The websites visited most by this audience are about entertainment, an interest which reaches 64% of the target. Among these websites, the “sports funny-page” grabs the attention of the 9.4% of the audience with a very high penetration percentage.


Sports-Funny Page

YouTube

FreeFlys

XFINITY

Best Vines

1

2

3

4

5

9.76%

9.16%

4.16%

3.68%

3.58%

193.86

114.52

129.64

147.43

22.53

177.06

138.2

143.57

152.15

77.55

RE

LEV

AN

CE

12

31

42

92

10

6

31.09%

REACH

4.43% 17.00% 46.87% 64.55%

16

4

FOODTRAVEL

HEALTH

GOSSIP

FASHION

GREEN

KIDS

BEAUTY

MUSIC,ENTERTAINMENT

NEWS &SEARCH ENGINES

POLITICS

BUSINESS

TECHNOLOGY

MOTOR

ART

EDUCATION &CULTURE

MOVIES

HEINZ CONSUMER MEDIA - FOCUS: WEBSITE

TOP 5 FOOD WEBSITEWEBSITE GENRES

Among all the influencers we found fictional characters to be the most relevant to the target audience. Dory, the funny fish from Disney’s Finding Nemo, comes in at first place in the ranking, gathering 5.1% of the audience.


2

3

4

5

1 Dory

Sheldon Cooper

Patrick Star

Reptar

Winnie the Pooh

5.19%

3.5%

3.28%

3.07%

2.95%

124.76

131.39

115.95

99.43

161.8

140.95

141.79

132.2

120.81

156.35

REACH RELEVANCE

100755175.04%56.29%37.52%18.76%<0.01% 125 149

Other Famous People

Actors and Directors

Writers

Fictional Characters

Politics

Models

Artists

Chefs

HEINZ CONSUMER INFLUENCERS - FOCUS: FAMOUS PEOPLE

FAMOUS PEOPLE GENRES TOP 5 OTHER FAMOUS PEOPLE


CLICK HERE

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