Heinz

Deliciously Prepared for the Future

Enabling powerful new marketing technology and capabilities

INDUSTRY:
CPG, Food Services

CORE OFFERING:
Digital Marketing

PROJECT:
Heinz Digital Marketing Capabilities Strategy

ACTIVITIES:
Research, Stakeholder Interviews, Concepting, Technology Roadmapping

The Ask

Connect with younger markets and ever-changing consumer marketing tastes

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.

The Solution

Envision new customer journeys to roadmap a future technology strategy

Working with IT, Brands, Agencies, and Food Services leadership, Macquarium explored Heinz’s capabilities needs across:

  • Digital channels (mobile, web, email, digital signage, social media)
  • Content Management & Delivery
  • Digital Asset Management
  • CRM
  • Media
  • Monetization
  • Analytics

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.

Heinz grosses over $11B in sales annually
and was recently acquired for $28B

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The Macquarium Building
1800 Peachtree St. NW, Suite 250
Atlanta, GA 30309

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