How Kraft Heinz cracked a new category in Indonesia with innovation

Low Lai Chow

Kraft Heinz, a market leader in Indonesia’s chili category, sought to build brand equity and launch in a new category with content and product innovation.

People are often seen by brands as one-dimensional consumers but nothing could be further from the truth, according to Dhiren Amin, the head of marketing of South East Asia for Kraft Heinz.

“Consumers are a transactional commodity: it’s somebody you sell to,” Amin said at the recent CX Singapore Forum, urging attendees to remember that “people are people: they are you and me".

“That’s the core principle we inculcate within the company,” he said.

People “can tell if you are doing something that is not authentic, something that is not genuine or showcasing your product,” said Andreas Christiadi, the country...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands