Heinz Uses Communispace as Secret Sauce in Successful Foodservice Website
Online destination exceeds total 2011 traffic in eight weeks
BOSTON -- April 15, 2013
Today Heinz Foodservice and Communispace – a consumer collaboration agency –
revealed the strategic insights behind the successful relaunch of
HeinzFoodservice.com. Through “Let’s Dish,” a Communispace online community of
foodservice professionals, Heinz discovered a considerable lack of
business-building resources for foodservice operators and redesigned its
website to fill this void. Only eight weeks after the relaunch, website
traffic exceeded total visits from the previous year and continues to increase
The Heinz Consumer and Customer Insights team spent extensive time with “Let’s
Dish” and found foodservice operators were looking for ways to share
information among their peers, get inspired and garner business tips in order
to thrive professionally. “Let’s Dish” was also used to pinpoint digital and
social media behaviors to guarantee the website redesign would resonate with
food professionals. The community consists of 300 foodservice decision makers
who participate in activities and generate insights year round.
“Communispace’s insights were the backbone of the unique content, ideation and
creative design of a website that is helping our customers succeed on a daily
basis,” said Josie Cellone, digital marketing manager for Heinz Group57. “The
high level of quality engagement we’ve seen with the site, as well as the
volume of return visits, confirms that operators are finding content and
information that is indispensable to their business. That is truly a testament
to the value of the insights gleaned from our work with Communispace and the
‘Let’s Dish’ online food service professionals community.”
The website provides foodservice professionals inspiration for new menu ideas,
business tips, recipes and a platform to engage with other food operators
around the country. New trend articles are published twice per month around
topics such as health and nutrition, and sustainability. Heinz
foodservice-related experts post monthly blog posts and respond to operator
questions on discussion boards. In the past six months, more than 28,000
operators visited the site, many of whom have shared ideas with peers who,
otherwise, they would not normally engage.
“We’re excited that the Heinz Foodservice team has seen a significant impact
from this project in such a short period of time,” said Communispace CEO Diane
Hessan. “This success story demonstrates the critical importance of
incorporating the consumer voice at the strategic level and into the DNA of
The website was launched in September 2012 by the Heinz Group57 Customer &
Segment Marketing team, which is committed to driving traffic and consumption
in areas such as insight-based menu and culinary innovation, on-going industry
intelligence and marketing/merchandising strategies.
H.J. Heinz Company, offering “Good Food Every Day”™ is one of the world’s
leading marketers and producers of healthy, convenient and affordable foods
specializing in ketchup, sauces, meals, soups, snacks and infant nutrition.
Heinz provides superior quality, taste and nutrition for all eating occasions
whether in the home, restaurants, the office or “on-the-go.” Heinz is a global
family of leading branded products, including Heinz® Ketchup, sauces, soups,
beans, pasta and infant foods (representing over one third of Heinz’s total
sales), Ore-Ida® potato products, Weight Watchers® Smart Ones® entrées, T.G.I.
Friday’s® snacks, and Plasmon infant nutrition. Heinz is famous for its iconic
brands on six continents, showcased by Heinz® Ketchup, The World’s Favorite
The world’s most admired brands turn to Communispace (www.communispace.com),
the leader in generating actionable insights via private online customer
communities. Founded in 1999, the company has created nearly 600 customer
communities for over 100 industry leaders. Headquartered in Boston,
Massachusetts, the company has offices in Atlanta, Chicago, London, New York,
San Francisco, Shanghai, and Sydney. Communispace is a part of Diversified
Agency Services, a division of Omnicom Group Inc.
About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:OMC)
(www.omnicomgroup.com), manages Omnicom’s holdings in a variety of marketing
communications disciplines. DAS includes over 200 companies, which operate
through a combination of networks and regional organizations, serving
international and local clients through more than 700 offices in 71 countries.
About Omnicom Group Inc.
Omnicom Group Inc. (www.omnicomgroup.com) is a leading global marketing and
corporate communications company. Omnicom’s branded networks and numerous
specialty firms provide advertising, strategic media planning and buying,
digital and interactive marketing, direct and promotional marketing, public
relations and other specialty communications services to over 5000 clients in
more than 100 countries.
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