S03. Consumer Products and Services

In China, Heinz Ketchup faced a structural ceiling: despite high awareness, it was pigeonholed as a Western “dip for fries,” with <30% penetration and exclusion from 70%+ of Chinese home-cooking occasions. Our core objective was to unlock long-term growth by expanding Heinz from “dip-only” to a trusted cooking ingredient for Chinese dishes—using CNY, the peak home-cooking season, as the most behaviourally relevant moment for change. In parallel, we aimed to build local emotional proximity to reduce “foreign-only” bias and convert mindset shift into measurable O2O sales impact.

We delivered against these objectives with clear proof across brand and business: TOMA +13pts, “Meaningful to me” +6pts, Douyin GMV +114%, and Hippo Retail +50.3% sales uplift, demonstrating that the repositioning landed and translated into purchase.