Heinz wanted to position their Taste of Home infant feeding pots as close to homemade as possible, and as a new and innovative option in this well-established market. They needed to communicate their nutritious steam-cooking methods, and ensure the product appealed to everyday mums who generally don’t buy from the savoury pots category.
Pearlfisher were tasked with creating the packaging and identity for Heinz Taste of Home, balancing the emotional and rational reassurances that everyday mums look for. They responded with a homely design that used honest imagery and friendly characters to communicate directly with the target audience. Importantly, the design also connected the brand to the entire Heinz Infant Feeding portfolio.
Retailers were so desperate to launch the product early that in the first weeks Heinz struggled to keep up with demand. Within 20 weeks, the brand had grown the category by 36% through unit sales – the highest penetration seen by any savoury pots brand. It also overtook all other established brands in unit share of the two-pack pots and, overall, held the second largest value share in the market.
The DBA Design Effectiveness Awards recognise the return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve.
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