With the arrival of the brighter days and longer evenings, BBQ season presented a huge opportunity for Heinz to drive sales within their sauce portfolio. Prior to the launch of the app, sales volumes for Tomato Ketchup, the lead sauce, were down.

In order to connect with consumers, Heinz needed to deliver value to them in a way that was convenient and that facilitated their busy lifestyles. The launch of the app did this by providing useful information, relevant to consumers in a convenient way. The aim of the app was to increase usage occasions and in turn grow sales.