Heinz: The perfect match

Heinz, a sauce brand, launched a campaign in Indonesia to become the #1 international sauce brand by increasing household penetration, establish high brand awareness, and position itself as the perfect pairing to international/fusion/trending foods.

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...

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