How is it possible to ‘enhance customer experience’ when your customers can’t get hold of your brand - no matter how much they desperately want to?

This is the story of how Heinz created a completely new route to market in order to overcome the biggest barrier to purchase you can imagine. And they did it in under 3 weeks.

During the first few months of the pandemic, when those on the frontline and those who were most vulnerable were unable to get their hands on Heinz products, Heinz to Home was the radical solution. The online hub was the consumer facing experience that, in the short term, enabled Heinz to deliver their much loved products to those most in need. But in the long-term, the model offered many benefits, including the ability to create a better customer experience, and the acquisition of consumer data to facilitate continued engagement.

Within less than three weeks of lockdown Heinz had: 

• Launched a direct to consumer retail proposition Heinz to Home, distributing meals and product bundles to...