M06. Best O2O Marketing

In China, Heinz enjoys high awareness but low everyday relevance: it is still perceived as a “Western dip for fries,” excluded from over 70% of Chinese cooking occasions (penetration <30%).

Our objective was to break this “dip-only” ceiling by recruiting urban families and young home cooks during Chinese New Year, proving Heinz can be a high-quality ingredient that upgrades local dishes, increasing TOMA and driving measurable penetration and sales through an O2O model.

The campaign exceeded objectives by shifting both business and brand outcomes: P1Y usage +3pts, 14M new-to-brand audiences on Douyin (+2629%), Douyin GMV +114%, offline retail +50.3% YoY, and brand equity uplift (TOMA +13pts, “Meaningful to me” +6pts).