How the Consumer

Consulting Board

helps Heinz in doing

more with less

Research Innovation Manager

@AnoukW1

Anouk Willems

Consumer Insights Manager

@JoellaMarsman

Joëlla Marsman

1. ABOUT HEINZ

2. FOODCOMMUNITY

3. FASTER, BETTER, STRONGER

4. ENGAGE FOR SUCCESS

5. RESULTS

1// ABOUT HEINZ

CONSUMER FEELING…

2// THE FOODCOMMUNITY

# Profile Number Duration Objectives

3// DOING MORE WITH LESS

FASTER

BETTER

STRONGER

FASTER

BETTER

STRONGER

http://www.google.nl/url?sa=i&source=images&cd=&cad=rja&docid=eXTkpKyuG0ArPM&tbnid=H8t6gB-b9fqOKM:&ved=0CAgQjRwwAA&url=http://2013koningsdag.nl/koningsdag-officieel-30-april-2013/&ei=b5FiUcCQGsTZPJGrgbAL&psig=AFQjCNGvL-huSApVZ0Tq_gpOhq7wCYJbuw&ust=1365500655461908

FASTER

BETTER

STRONGER

FASTER

BETTER

STRONGER

HJ Heinz, Zeist

2008

2009

2011

2013

…LET’S START WITH OUR MEMBERS

4// ENGAGE FOR SUCCESS

2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT

2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT

2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT

GOODIEBAGS

QUIZES

COMPETITIONS

MEET PEOPLE

2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT

…AND HOW TO INVOLVE

Engage

CONSUMER WORLD

2/ CREATE BUZZ 3/ INSPIRE 4/ ACT 5/ RE-USE 1/ IMMERSE

WITH REAL STORIES

2/ CREATE BUZZ 3/ INSPIRE 4/ ACT 5/ RE-USE 1/ IMMERSE

INTO ACTIONS

2/ CREATE BUZZ 3/ INSPIRE 4/ ACT 5/ RE-USE 1/ IMMERSE

2/ CREATE BUZZ 3/ INSPIRE 4/ ACT 5/ RE-USE 1/ IMMERSE

2/ CREATE BUZZ 3/ INSPIRE 4/ ACT 5/ RE-USE 1/ IMMERSE

5// RESULTS

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=HQoQyLhnC5G_NM&tbnid=AkFNxoPZR0WKGM:&ved=&url=http://www.dem.eu/en/category/bahia/&ei=yjRoUbXlHMiXO8WogKgO&bvm=bv.45175338,d.ZWU&psig=AFQjCNFbdcZMZPJOmonhMI2lAhR03k0NwA&ust=1365870154992448

COMMUNITY IS A DIRECT CONSUMER LINE #FASTER

COMMUNITY IS CROSS DEPARTMENT #STRONGER

COMMUNITY GIVES A 360 VIEW #BETTER

COMMUNITY IS A DIRECT CONSUMER LINE #FASTER

COMMUNITY IS CROSS DEPARTMENT #STRONGER

COMMUNITY GIVES A 360 VIEW #BETTER

HUNGRY FOR MORE?

THANK YOU!

@JoellaMarsman

@AnoukW1

Questions?