Tip for Heinz
Award: Wood Pencil
Wood Pencil / Direct / Acquisition & Retention / 2024
Restaurants and food-service are critical sources of revenue and volume for Heinz. In fact, the Away-from-Home category makes up approximately 50% of Heinz’s business . But Heinz’s dominant position in the away-from-home segment was under threat. Heinz’s market share had shrunk, declining -5.5% since 2019. Private label brands were taking Heinz’s place on more restaurant tables and 35% of restaurants were now not serving Heinz . Needless to say, this was a big threat to the B2B side of our business, a substantial driver of growth for the brand.
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