Heinz Tomato Frito punktet zur Einkaufsentscheidung – mit Bring!
Kraft Heinz präsentiert stolz Heinz Tomato Frito, die neue delikate Tomatensauce aus sonnengereiften Tomaten und sorgfältig ausgewählten Zutaten. Mit ihrem intensiven Geschmack verleiht sie jedem Gericht eine aromatische Note und bereichert das Sortiment von Kraft Heinz um ein neues Produkt. Um auch die deutschen Konsument:innen auf den “Heinz zum Kochen” aufmerksam zu machen und den Abverkauf am POS zu steigern, arbeitet Kraft Heinz in einer 5-wöchigen Kampagne mit der Einkaufslisten-App Bring! zusammen. Die Ergebnisse können sich sehen lassen! Hier gibt es weitere Details zur Kampagne:
Results
32 million
Impressions over the campaign duration
101'536
Engagements over the duration of the campaign
0.31%
the engagement rate was
2 months
Term from 20.10. to 31.11.2023
“The collaboration with the Bring! app enabled us to advertise our new product Heinz Tomato Frito to the target group relevant to us and to effectively communicate its special features and differentiation from other products on the market. The integration of advertising banners, recipes & micro-shopping lists within the app has led to increased awareness and brand interaction, thus supporting the very important product launch of Heinz Tomato Frito.”
Sponsored Product
The sponsored product perfectly integrates Kraft Heinz tomato sauce into the shopping planning process. The advertising format is one of the most outstanding within the Bring! App and appears directly to users when they create their shopping list. Heinz Tomato Frito is seamlessly integrated into the Bring! App as a native product tile. In combination with the Search Suggestion formats, the product is displayed via the search function and can also be found specifically in the appropriate category with the Category Spotlight.
Keywords: Tomato sauce, minced meat, pasta
Category: Ingredients & Spices
Sponsored Product Flavors
Once users click on the Heinz Tomato Frito product tile, the additional Sponsored Product Flavours advertising format opens. This presents the entire range of flavours of tomato sauces available. This function provides shopping planners not only with more information about Heinz Tomato Frito, but also with a chance to refine their product selection by discovering other products from Heinz. In addition to Heinz Tomato Frito, users could also select the tomato sauces "Pureed", "Chopped" or "Basil".
Sponsored Recipe
To give Bring! App users more inspiration for their weekly shopping, two sponsored recipes were placed in the Inspiration Stream: Aubergine lasagne and shakshuka. The tomato sauce achieved a significant awareness boost through this ad format. Users can not only get all the relevant details about the recipe, but can also add all the required ingredients directly to their shopping list. This also shows shopping planners how they can prepare various dishes with Heinz Tomato Frito. Both recipes impressed users across the board, with "Shakshuka" performing above average as one of the most successful recipes in the Bring! app.
Category Lead
The special format "Category Lead" made a significant contribution to increasing awareness of Heinz Tomato Frito. The prominently placed banner on the homepage in the "Ingredients & Spices" category activated the app users in a targeted manner. By clicking on the banner, Heinz Tomato Frito was added directly to the user's shopping list.
Recommended Section
Heinz Tomato Frito was placed prominently in the Recommended section of Bring! on two different days. Whenever a user opened their list, the product came up as a first-class recommendation, once within the category "Lasagne Lover" and again within the category "Bolognese Lover". These placements both led to a significant performance boost for the sponsored product, which was presented together with two generic articles in each case.
Conclusion
The results of the Heinz Tomato Frito campaign with Bring! are simply fantastic! Although the product was completely new and Heinz is normally better known for ketchup and mayo, the product exceeded all expectations. After an initial campaign with Heinz Tomato Frito in the Bring! App, the brand decided to run a second follow-up campaign just a few weeks later and achieved even better results. Heinz Tomato Frito completely won over our users and secured a permanent place on their shopping lists. With cool push formats, we created a lot of awareness and the performance was even comparable with the classic Heinz ketchup brand. The result emphasises that the Bring! App is a valuable addition to the marketing mix and also provides valuable support when launching new products.
