Kraft Heinz reduces cost per reach by 4.7x with programmatic omnichannel strategy
Kraft Heinz wanted to increase the market share of its ketchup and mayonnaise products in the fiercely competitive Philippines market. Recognizing the need to reduce its dependency on social media advertising and increase brand awareness, the company turned to our platform to help execute an innovative omnichannel campaign across the open internet.
“We needed a way to shift the dial and increase the market share of our ketchup and mayonnaise products in the Philippines. The Trade Desk helped us break free of our traditional marketing approach by making it easy to execute an omnichannel campaign over the open internet. The results speak for themselves.”
Mark Quiambao
Group Product Manager - Western Taste Elevation, Southeast Asia and Hong Kong, Kraft Heinz
Growing market share amid fierce competition
Kraft Heinz may be a global food powerhouse, but the company’s Heinz Tomato Ketchup and Mayonnaise range is a challenger brand in the Philippines. The company recognized it needed a transformative marketing strategy to reduce its dependency on social media advertising, lift brand awareness, engage consumers, and drive growth. The strategy would need to differentiate the brand by using the products’ unique selling points, which included healthy ingredients and easy-to-squeeze “upside-down” bottles. Working with its agency, Carat, Kraft Heinz devised a full-funnel strategy for an innovative omnichannel campaign across the open internet.
Optimizing reach and ad budget with an omnichannel strategy
The company launched its “Turn It Upside Down With Heinz” campaign using our platform to programmatically deliver ads across digital out-of-home (DOOH), over-the-top (OTT) video, and display channels. Using the three channels resulted in a cost per reach that was 4.7 times lower than one channel alone. Lower costs enabled the company to reinvest its savings in media and reach 4.2 million more consumers with DOOH ads and 4 million more with display ads.
To enhance ad recall and boost conversions, the team deployed a comprehensive cross-channel retargeting strategy, focusing on users who interacted with various display ads, watched video ads, and were exposed to DOOH ads. Retargeting helped increase the ads’ click-through rate by 65%.
Most importantly, the campaign delivered on the business outcomes Kraft Heinz sought: a 2% lift in overall awareness, including 1% increases in ad recall and consideration according to our partner Lucid Impact Measurement by Cint’s brand lift study.
In a separate measurement study by Talkwalker, Heinz Tomato Ketchup’s share of voice increased by 48% compared to the previous year, reaching a category-leading 34%, while Heinz Mayonnaise grew by 28%.
Impressed by these results, Kraft Heinz is looking to partner with us in future programmatic omnichannel campaigns across Southeast Asia.
Discover how a programmatic omnichannel campaign can help increase market share. Contact us or speak with your account manager at The Trade Desk today!