D I G I TA L D E M O

C A S E S T U D Y

Kraft Heinz Pours on Retail Sales

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The Case Study in Brief

A new line of salad dressings from Kraft Heinz needed a way to

stand out on Walmart shelves. Digital Demo by Field Agent

offered the CPG brand a simple, affordable way to drive first

purchase, track repurchase, generate online content, and even

spread word-of-mouth. In just over two month's time, a Digital

Demo of the new dressing resulted in thousands of purchases,

with 96% of the purchases from first-time buyers.

Were from first-time buyers of the new dressing

96%

Rated the dressing a 7 or higher, resulting in the publication of thousands of online articles

86%

Of customers said they planned to repurchase the dressing following the Digital Demo

85%

In two month’s time, the Kraft Heinz Digital Demo generated thousands of purchases…

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About Kraft Heinz

With an impressive portfolio of well-known CPG brands, including Oscar

Mayer, Planters, Kool-Aid, Jell-O, and the namesake Kraft and Heinz

brands, The Kraft Heinz Company has a long track record of launching

and managing successful brands. The venerable, 150-year-old company

recently introduced a new line of salad dressings. With global, annual

sales of approximately $26 billion, The Kraft Heinz Company is on a

mission "To be the best food company in the world, growing a better

world."

Click here to visit Kraft Heinz on the web

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Problem: A New Salad Dressing Looks to Stand Out on Walmart Shelves

A new line of salad dressings from Kraft Heinz is poised for success.

But Josh Bruns, associate director of shopper marketing for the Walmart team at Kraft Heinz, knew even promising new products could get overlooked on crowded store shelves.

“At Walmart, many new items are lost in a sea of similar offerings,” Bruns said. “In the salad dressing category, it feels like the selection is limitless, and getting a brand new

item with only a few facings to stand out seems like an insurmountable task.”

As Bruns recognized, there’s only one chance, with customers and retail partners, to make a good first impression.

He needed a way to make the salad dressing stand out from the pack inside Walmart stores nationwide.

“At Walmart, many new items are lost in a sea of similar offerings.” Josh Bruns, associate director, shopper marketing - Walmart, The Kraft Heinz Company

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Solution: Digital Demo Drives Trial of the New Dressing

Digital Demo by Field Agent offered Bruns exactly what he needed: an innovative, affordable way to target specific shoppers and drive “first purchase” of the new dressings through Walmart stores.

According to Bruns, “The Digital Demo allowed us to connect with relevant shoppers and inspire

sampling of our unique item in a more meaningful way.”

Through the Field Agent mobile app, Digital Demo enlisted thousands of shoppers to purchase the new Kraft Heinz product from designated Walmart stores. Digital Demo also tracked repurchase of the dressing over time.

After trying the dressing at their homes, Field Agent asked participating shoppers—now verified buyers—to answer free form questions about the product and then rate it on a scale from 0-10. For ratings of 7 or higher, the customer feedback was transformed into beautiful, compelling articles by the thousands, which Field Agent then encouraged shoppers to share on Facebook.

“These Walmart shoppers became ambassadors to communicate our new dressing to their social audience,” Bruns said.

Altogether, Digital Demo offered Kraft Heinz a way to drive retail sales, track repurchase, generate high-quality content, and even spread awareness online.

All in one solution.Giant Eagle, Erie, PA

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Kraft Heinz Gets Results with Digital Demo

Were first-time buyers of the new salad dressing96%

Rated the dressing a 7 or higher86%

Of customers said they planned to repurchase the dressing following the Digital Demo85%

Of customers shared their article online with their Facebook friends30%

“The high quality social engagement that follows [the Digital Demo] is a

great bonus!”

Josh Bruns, associate director, shopper marketing - Walmart, The Kraft Heinz Company

Click here to read product articles on Aisle 9

In two month’s time, the Digital Demo generated thousands of purchases…

Each rating of 7 or higher resulted in the creation and publication of a high-quality online article through either Aisle 9 or Product 1

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Conclusion: Digital Demo Helps a New Salad Dressing Step Off on the Right Foot

For Bruns, Digital Demo was a simple, affordable way to ensure his company’s new salad dressing stepped off on the right foot, that a promising new brand wasn’t lost on a crowded store shelf.

“Finding efficient ways to drive trial is key to launching new innovation,” he said.

Bruns particularly liked how Digital Demo was able to target and engage the shoppers most likely to purchase the new dressing, then track their repeat purchase over time.

“Field Agent’s Digital Demo,” he said, “is a unique way I can reach highly

relevant and engaged audiences to drive not only first purchase, but it’s

also a way to increase the repeat purchase rates of our new innovations.”

Ultimately, Digital Demo gave a promising salad dressing the boost every new product needs.

Learn More About Digital Demo

blog.fieldagent.net | fieldagent.net

Discover the New Way to DemoDigital Demos mobilize real shoppers to buy, try, write about, and even share about specific

products from specific retailers. A fast, flexible, affordable alternative to traditional product

demos, Digital Demos by Field Agent drive "first purchase," track repeat purchase, and

generate positive word-of-mouth.

They’re Product Demos for the Digital Age