CPG, Food Services
Heinz Digital Marketing Capabilities Strategy
Research, Stakeholder Interviews, Concepting, Technology Roadmapping
Consumer and Food Services staple HJ Heinz is a leading consumer products company with more than 200 countries and territories, and 150 number one or number two brands worldwide.
Driven by growing media disruption, and the desire to connect with younger demographics in both developed and emerging markets, Heinz wanted to modernize their digital marketing infrastructure and capabilities.
Working with IT, Brands, Agencies, and Food Services leadership, Macquarium explored Heinz’s capabilities needs across:
We created customer journey maps to reimagine a new customer experience and advised technology stack updates to support this new experience. We also outlined organizational changes and governance frameworks to establish effective cross-functional collaboration and communication.
Additionally, Macquarium developed several new mobile, lifestyle, and social marketing campaigns, showcasing how the future state will power holistic, on-brand engagement experiences for both consumers and retailers.