Shopper Marketing - February 2016 - 22
PROGRAMS
Starcom Helps Kraft
Heinz Adjust Strategy
Execs share how they drive innovation through digital engagement,
data and retail partnerships
By Cyndi Loza
MiNNeapolis - With the exponential rise of
virtual storefronts, shoppers today have many
choices on where to spend their dollars and
what to spend them on. Further underscoring the highly competitive nature of today's
consumer package goods marketplace, Catalina reported that the top 100 CPG brands
suffered a slight decline in sales over the past
year despite growth in every major category
in which the brands compete.
"The brands that we think of as great
names, the big brands that we all know and
love, those brands are all challenged to [ask],
'As people have more choices ... how do you
compete?'" said Lisa Bradner, Starcom's senior vice president and head of commerce
and shopper strategy, during the Shopper
Marketing Conference & Expo in October.
"How do you start to figure out what your
story should be when there's this proliferation
of choice, of options and of retail outlets?"
Kevin Green of The Kraft Heinz Co. joined
Bradner to share how the partners have used
digital engagement and data while rethinking their retail partnerships to drive innovation. "We understand at Kraft Heinz the
balance between maintaining and growing
22
y SHOPPER MARKETING FEBRUARY 2016
brand relevancy has to happen by balancing
both content and context," Green said.
Kraft Heinz has worked on enhancing its
overall content strategy over the past several
years. The manufacturer has accumulated
27,000 Kraft recipes and another 20,000 recipes consumers provided, resulting in 1 billion
annual interactions. "And we know we're on
to something because 75% of our site visitors are the primary grocery shoppers for the
household, and we know that they use our
content while they are in-store to engage
and enhance their overall experience," Green
added.
However, Kraft Heinz's content strategy
isn't just about distributing content it thinks
is good. "It's actually leveraging data," Green
said. "It's leveraging real time to understand
and inform and tell us what is the right content. ... This is where we look through all different types of media channels to understand
what our consumers are searching, what ingredients are they cooking with, how are they
cooking [and] where are they cooking."
In order to inform their content, Kraft Heinz
uses Google data, Webtrends and a proprietary tool dubbed "Looking Glass" that moni-
Table of Contents for the Digital Edition of Shopper Marketing - February 2016
Contents
Shopper Marketing - February 2016 - Intro
Shopper Marketing - February 2016 - 1
Shopper Marketing - February 2016 - 2
Shopper Marketing - February 2016 - 3
Shopper Marketing - February 2016 - Contents
Shopper Marketing - February 2016 - 5
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Shopper Marketing - February 2016 - 7
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