The document discusses how Heinz uses a Consumer Consulting Board called the FoodCommunity to better understand consumers' feelings and obtain direct feedback. The FoodCommunity consists of over 1,000 consumers who provide insights into Heinz's products and marketing. It allows Heinz to develop products and campaigns faster, with a more holistic view of consumers, and with input from various departments. As a result, the FoodCommunity acts as a direct line to consumers for Heinz and provides a 360-degree view of customers that helps different departments work together more effectively.

1. How a Consumer
Consulting Board
brings the consumer
to life within the
company
Joëlla Marsman
Consumer Insights Manager
@JoellaMarsman
Tom De Ruyck
Head of Consumer Consulting Boards
@TomDeRuyck

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. FASTER
BETTER
STRONGER

11. FASTER
BETTER
STRONGER

16. FASTER
BETTER
STRONGER

17. HJ Heinz, Zeist

18. 2008
2009
2011
2013

20. 4// ENGAGE FOR SUCCESS
…LET’S START WITH OUR MEMBERS

21. 1/ IMPACT
2/ EXCLUSIVE
3/ FUN
4/ CONNECT

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

23. 1/ IMPACT
2/ EXCLUSIVE
3/ FUN
4/ CONNECT
GOODIEBAGS
QUIZES
COMPETITIONS

24. 1/ IMPACT
2/ EXCLUSIVE
3/ FUN
4/ CONNECT
MEET PEOPLE

25. …AND HOW TO INVOLVE

26. 1/ IMMERSE
2/ CREATE BUZZ
3/ INSPIRE
4/ ACT
Engage
CONSUMER WORLD
5/ RE-USE

27. 1/ IMMERSE
2/ CREATE BUZZ
WITH REAL STORIES
3/ INSPIRE
4/ ACT
5/ RE-USE

28. 1/ IMMERSE
2/ CREATE BUZZ
3/ INSPIRE
4/ ACT
5/ RE-USE
INTO ACTIONS

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

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

31. 5// RESULTS

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

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

37. THANK YOU!
Questions?
HUNGRY FOR MORE?
@JoellaMarsman
@TomDeRuyck