Case Study: Kraft Heinz

Good Growth - Kraft Heinz

Case Study:
Kraft Heinz

The challenge

With the country on lockdown and usual distribution channels disrupted, Heinz approached Good Growth to help them launch their first ever e-commerce platform in the UK.

A key objective of the project was to ensure that customers’ favourite varieties from Heinz Beanz to Tomato Ketchup were made available to those that were finding it difficult to shop at the time including frontline workers, those in self-isolation and elderly customers obeying strict lock-down.

We have been working with Good Growth to support us in developing our new Heinz to Home offering. We came with a brief to help us create a proposition to support people struggling to get access to our brands in the context of the current Covid-19 situation. A key element of the brief was speed. We needed to land our website in less than 3 weeks. Good Growth took up the challenge and importantly kept it to the strict time frame.

We worked with them like a start-up, aiming to launch an MVP as quickly as possible and improve our proposition every day from launch. Good Growth quickly managed to work collaboratively with other agencies and internal stakeholders involved in the project and quickly implemented changes decided after daily brainstorming. The commitment from their team was truly amazing. I hope Good Growth will now help us evolve the proposition for the future.”

Jean-Philippe Nier Head of Ecommerce, UK & Ireland

The approach

Launching Heinz’s first direct to consumer offering within a three-week turnaround required both Good Growth and Heinz to respond with speed and agility. Working closely with key stakeholders in daily update briefings, the Heinz to Home concept took shape rapidly and the full site designs were agreed and development started within the first few days.

The solution

Working with Kraft Heinz, Good Growth managed the end-to-end delivery of the Heinz to Home website, using our e-commerce experience to support proposition creation, strategy, design and development.

The initial proposition includes a bundle containing sixteen cans of the most popular Heinz Essential Varieties for £10. This was soon extended with the addition of sauces and infant bundles.

Using Shopify Plus as a platform ensured the solution could be built and scaled quickly whilst customising the functionality to meet the specific needs of Heinz and their customers.

In addition, the partnership with Blue Light Card meant that frontline workers including NHS workers and the emergency services received free delivery on their orders, further enabling Heinz to fulfil its ambition to help customers during these unprecedented times.

The results

Following the initial launch, the site received an incredible response from customers and national press – with over 80m impressions across launch weekend.

Our focus is now on the optimisation of the journey whilst working closely with the Heinz team to evolve the current proposition to meet customer needs and demand across their core categories.


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