How the Consumer Consulting Board helps Heinz in doing more with less (presented by Anouk Willems, InSites Consulting and Joella Marsman, HJ Heinz) at the SM@RT Congres 2013 in Amsterdam (NL) on Thursday April 18, 2013.

1. How the Consumer
Consulting Board
helps Heinz in doing
more with less
Joëlla Marsman Anouk Willems
Consumer Insights Manager Research Innovation Manager
@JoellaMarsman @AnoukW1

2. 1. ABOUT HEINZ
2. FOODCOMMUNITY
3. FASTER, BETTER, STRONGER
4. ENGAGE FOR SUCCESS
5. RESULTS

3. 1// ABOUT HEINZ

4. CONSUMER FEELING…

6. 2// THE FOODCOMMUNITY

7. #
Number Profile Objectives Duration

8. 3// DOING MORE WITH LESS

9. FASTER
BETTER
STRONGER

12. FASTER
BETTER
STRONGER

17. FASTER
BETTER
STRONGER

18. HJ Heinz, Zeist

19. 2008
2009
2011
2013

21. 4// ENGAGE FOR SUCCESS
…LET’S START WITH OUR MEMBERS

22. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT

23. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT

24. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT
GOODIEBAGS
QUIZES
COMPETITIONS

25. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT
MEET PEOPLE

27. …AND HOW TO INVOLVE

28. 1/ IMMERSE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACT 5/ RE-USE
Engage
CONSUMER WORLD

29. 1/ IMMERSE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACT 5/ RE-USE
WITH REAL STORIES

30. 1/ IMMERSE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACT 5/ RE-USE
INTO ACTIONS

31. 1/ IMMERSE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACT 5/ RE-USE

32. 1/ IMMERSE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACT 5/ RE-USE

33. 5// RESULTS

37. COMMUNITY IS A DIRECT CONSUMER LINE #FASTER
COMMUNITY GIVES A 360 VIEW #BETTER
COMMUNITY IS CROSS DEPARTMENT #STRONGER

38. COMMUNITY IS A DIRECT CONSUMER LINE #FASTER
COMMUNITY GIVES A 360 VIEW #BETTER
COMMUNITY IS CROSS DEPARTMENT #STRONGER

39. THANK YOU!
Questions?
HUNGRY FOR MORE?
@JoellaMarsman
@AnoukW1