Where CX becomes product
The marketing and strategy behind the work
Solving a familiar frustration with a simple invention.
We love exploring the unique and creative work in the industry. We’re also interested in the thinking, behaviour and strategy behind it. With the first issue of CORE, our Strategy & Marketing series, we’re focusing on exactly that. The insight behind the work and why it works so well.
Launched earlier this year, Heinz embarked on its most widespread global brand activation to date with the Heinz Dipper.
Led by the insight that people can't enjoy Heinz sauce on the go as it's difficult to dip, the dipper solves a universal consumer pain point whilst driving growth in its away-from-home channel.
Delivered by Kraft Heinz in collaboration with Rethink, and supported by Carat, the idea shifts focus from messaging to utility. It’s the product that does the talking.
The Result
The dipper solves a familiar frustration with a simple invention.
This is a great demonstration of the power of the often overlooked '5th P' that is Packaging.
It's insight-based CX strategy well executed. It solves a problem, builds a brand and drives growth... and it's FUN.
Since launch, the response has been overwhelmingly positive, with interest from new markets and partners as Heinz looks to scale in the future. People have responded with “finally”, a clear sign the idea has hit something real.
Watch the campaign here: Heinz goes here
Read the full issue here: CORE Issue 01
Work chosen by our specialist Sarah Kynaston (Marketing & Media).
