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Our ‘top dish’ insight helped Heinz mayonnaise to hatch a winning plan and double their share in a leading retailer

Heinz and John West

After the launch of their [Seriously] Good Mayo range, Heinz witnessed a big uplift in the number of Heinz mayonnaise occasions, driving growth of the category as a whole.

We undertook a project to understand those occasions which feature mayonnaise, and found that tuna sandwiches stood out as a clear opportunity for Heinz.  We were able to quantify the opportunity and provide them with insights to share with John West to drive both tuna and mayonnaise occasions.  During the period of this partnership activation, Heinz doubled their category share within a leading retailer.

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Russell Sylvester