Problem
Kraft Heinz tasked VMLY&R with innovating on the beloved sandwich. After decades of dominating the condiment aisle, Kraft Heinz was starting to see smaller CPG competitors gain more shelf space with condiments that introduced new flavors, cultural inspiration, modern packaging, and health-conscious options. Our task was to help Kraft Heinz, a brand with a combined total of 231 years in CPG, introduce a fresh take on sandwich condiments.
Process
Our team first guided Kraft Heinz through a goals and bounds workshop to define what success looks like. To better understand our consumers, we moved into our research phase, which included virtual observations, qual and quant research, and competitive and analogous brand research. After we distilled key insights from our research, we identified jobs to be done, narrowed those down to priority areas, and then concepts. Typically, we would do a lot of these steps in-person, but the pandemic forced us to conduct all of these collaborative steps virtually.
Priority areas
After working with our Kraft Heinz partners to vote on and prioritize priority areas, we continued to refine concepts around each priority area. Our priority areas helped us gain focus and solve the human need behind each priority area. While our partners wanted to see ideas for new, innovative packaging, they also challenged us to leverage existing Kraft Heinz packaging for production and retail ease.
