Behind Kraft Heinz's Holiday Campaign
Kraft Heinz leveraged audience insights to create a successful omnichannel advertising at Walmart this holiday season for several of its brands.
Seeking to increase incremental sales at Walmart for its Kraft, Velveta, Heinz, Stove Top, Oscar-Meyer and Philadelphia Cream Cheese brands, the company worked with SRAX, a digital marketing and consumer data management company, to build an omnichannel campaign.
The campaign ran Nov. 1 through Dec. 25, 2019 and featured opt-in panels and offers in the BIGtoken platform, whereby users answered questions about the brand and category, scanned receipts, and shared other data points about their consumer journey.
The audience insights were then used to create audiences and messaging strategy pre-activation, and optimize against these insights throughout the program. For example, Kraft Heinz learned common attributes around consumers who cook meals for key groups around Thanksgiving and Christmas (and even Friendsgiving).
BIGtoken is a consumer data management and distribution system that enables consumers to earn rewards and developers to build online experiences. The system, which also provides advertisers and media companies access to transparent, verified consumer data, was not only able to identify known customers but also find and target incremental groups of likely Kraft Heinz buyers.
The campaign led to a 4.5% lift in sales and a 6 to 1 return on advertising spend (ROAS) for Kraft Heinz.