Kraft Heinz: Equipping Kraft Heinz with the tools to ‘win’ in independent foodservice

Kraft Heinz partnered with Opinium who developed a Marketing Toolkit to engage with independent foodservice decision-makers (IFDM's) directly, and change and open mindsets to the realities and needs of the independent foodservice channel in America.

Summary

In North America, chain establishments make up 62% of foodservice value, whilst internationally, chains only hold a 25% share on average. As a US company, Kraft Heinz had historically focused on large chains to grow its foodservice arm, with national account managers typically acting as the intermediary bridge of communication.

This stark discovery outside North America highlighted the need for Kraft Heinz to grow its relationship with independent businesses and to design a communication and sales strategy that would be relevant, yet scalable. However, the ability to gain an in-depth understanding of this hard-to-reach audience was proving to be...

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