user research
omnichannel consumer experiences
business consulting & OCM
direct-to-consumer strategy
Kraft Heinz is a Fortune 500 company with over $26B in annual sales. It is the world’s fifth largest food & beverage company with household brands including Oscar Mayer, Philadelphia Cream Cheese, Kool-Aid, Lunchables, Grey Poupon and more. Determined to transcend traditional business models, Kraft Heinz needed a new approach to consumers.
the challenge
As ecommerce continued redefining consumer experiences, Kraft Heinz identified an immediate need to build better direct relationships with their buyers. Because of the traditional CPG business model, Kraft Heinz’s revenue was almost entirely dependent on corporate retailers selling their product.
Facing increasing retailer demands and a need for C-level direction, Kraft Heinz struggled establishing direct-to-consumer business capabilities.
results
Our program launched a variety of direct-to-consumer tools & platforms across brands to proactively experiment with next-generation consumer experiences. We enabled managers with valuable test-and-learn opportunities and the internal processes to support it.
Omni-channel experiences through brand, educational and social media platforms redefined Kraft Heinz’s direct-to-consumer presence.