SlideShare a Scribd company logo
How the Consumer
            Consulting Board
           helps Heinz in doing
              more with less



Joëlla Marsman              Anouk Willems
Consumer Insights Manager   Research Innovation Manager
@JoellaMarsman              @AnoukW1
1. ABOUT HEINZ
2. FOODCOMMUNITY
3. FASTER, BETTER, STRONGER
4. ENGAGE FOR SUCCESS
5. RESULTS
1// ABOUT HEINZ
CONSUMER FEELING…
2// THE FOODCOMMUNITY
#
Number   Profile   Objectives   Duration
3// DOING MORE WITH LESS
FASTER
BETTER
STRONGER
FASTER
BETTER
STRONGER
FASTER
BETTER
STRONGER
HJ Heinz, Zeist
2008


       2009



              2011

                     2013
4// ENGAGE FOR SUCCESS




                     …LET’S START WITH OUR MEMBERS
1/ IMPACT   2/ EXCLUSIVE   3/ FUN   4/ CONNECT
1/ IMPACT   2/ EXCLUSIVE   3/ FUN   4/ CONNECT
1/ IMPACT   2/ EXCLUSIVE   3/ FUN   4/ CONNECT




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

                                MEET PEOPLE
…AND HOW TO INVOLVE
1/ IMMERSE   2/ CREATE BUZZ   3/ INSPIRE   4/ ACT   5/ RE-USE

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




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




                                     INTO ACTIONS
1/ IMMERSE   2/ CREATE BUZZ   3/ INSPIRE   4/ ACT   5/ RE-USE
1/ IMMERSE   2/ CREATE BUZZ   3/ INSPIRE   4/ ACT   5/ RE-USE
5// RESULTS
COMMUNITY IS A DIRECT CONSUMER LINE #FASTER


COMMUNITY GIVES A 360 VIEW #BETTER


COMMUNITY IS CROSS DEPARTMENT #STRONGER
COMMUNITY IS A DIRECT CONSUMER LINE #FASTER


COMMUNITY GIVES A 360 VIEW #BETTER


COMMUNITY IS CROSS DEPARTMENT #STRONGER
THANK YOU!

Questions?

 HUNGRY FOR MORE?
     @JoellaMarsman
     @AnoukW1

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How the Consumer Consulting Board helps Heinz in doing more with less