Heinz Tomato Frito

Sponsored Product

The sponsored product perfectly integrates Kraft Heinz tomato sauce into the shopping planning process. The advertising format is one of the most outstanding within the Bring! App and appears directly to users when they create their shopping list. Heinz Tomato Frito is seamlessly integrated into the Bring! App as a native product tile. In combination with the Search Suggestion formats, the product is displayed via the search function and can also be found specifically in the appropriate category with the Category Spotlight.

Keywords: Tomato sauce, minced meat, pasta

Category: Ingredients & Spices

Sponsored Product Flavors

Once users click on the Heinz Tomato Frito product tile, the additional Sponsored Product Flavours advertising format opens. This presents the entire range of flavours of tomato sauces available. This function provides shopping planners not only with more information about Heinz Tomato Frito, but also with a chance to refine their product selection by discovering other products from Heinz. In addition to Heinz Tomato Frito, users could also select the tomato sauces "Pureed", "Chopped" or "Basil".

Sponsored Recipe

To give Bring! App users more inspiration for their weekly shopping, two sponsored recipes were placed in the Inspiration Stream: Aubergine lasagne and shakshuka. The tomato sauce achieved a significant awareness boost through this ad format. Users can not only get all the relevant details about the recipe, but can also add all the required ingredients directly to their shopping list. This also shows shopping planners how they can prepare various dishes with Heinz Tomato Frito. Both recipes impressed users across the board, with "Shakshuka" performing above average as one of the most successful recipes in the Bring! app.

Category Lead

The special format "Category Lead"  made a significant contribution to increasing awareness of Heinz Tomato Frito. The prominently placed banner on the homepage in the "Ingredients & Spices" category activated the app users in a targeted manner. By clicking on the banner, Heinz Tomato Frito was added directly to the user's shopping list.

Recommended Section

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Heinz Tomato Frito was placed prominently in the Recommended section of Bring! on two different days. Whenever a user opened their list, the product came up as a first-class recommendation, once within the category "Lasagne Lover" and again within the category "Bolognese Lover". These placements both led to a significant performance boost for the sponsored product, which was presented together with two generic articles in each case.

Conclusion

The results of the Heinz Tomato Frito campaign with Bring! are simply fantastic! Although the product was completely new and Heinz is normally better known for ketchup and mayo, the product exceeded all expectations. After an initial campaign with Heinz Tomato Frito in the Bring! App, the brand decided to run a second follow-up campaign just a few weeks later and achieved even better results. Heinz Tomato Frito completely won over our users and secured a permanent place on their shopping lists. With cool push formats, we created a lot of awareness and the performance was even comparable with the classic Heinz ketchup brand. The result emphasises that the Bring! App is a valuable addition to the marketing mix and also provides valuable support when launching new products.