Campaign details
Brand: Kraft HeinzAgency: Leo Burnett IndonesiaRegion: APAC
Strategy
Objective
Heinz - Global 'Goliath', local 'David'
With barebone equity in Indonesia [total awareness 43% (TOM 1%, spontaneous awareness 3%, aided awareness 39%)]. Heinz's global credentials mattered little in a mature, yet, low penetrated market of 19% (data: Tomato Ketchup penetration in Indonesia) and positioned Heinz as the challenger brand. To establish the #1 western sauce brand imagery, our way in was by tapping into international food-host occasions to further build our global equity transference to the local market.
Business objective:
Become the #1 international...