Handling 50 events for a food industry leader

Client

Kraft Heinz is one of the largest food conglomerates in the world, covering more than 150 countries. In Poland, the company is present through iconic brands such as Heinz (known mainly for ketchups and sauces) and Pudliszki (offering a wide range of products, from sauces to ready meals). 

Challenge

Kraft Heinz was looking for a partner to help it increase the visibility and recognition of its product brands at points of contact with business customers and consumers. Prior to partnering with Cursor, the company had been implementing promotional activities using its own internal resources, but from a business perspective it was crucial to increase the existing scale of activities.

Kraft Heinz expected support from us in terms of: 

• Increase the attractiveness of your presence at industry trade shows and stand out more strongly from the competition 
• Create a comprehensive program of event activities to promote the product portfolio
• Ensure consistent visual identity at key customer touch points
• Managing event logistics simultaneously in multiple locations across Poland
• Coordinate activities with the internal culinary team (including professional chefs)

An additional challenge was the need to respond quickly to spontaneous client needs. Often there was a very short period of time between the decision to participate in a selected event and its execution, which required a high degree of operational flexibility during the course of the cooperation.

Solution

Our cooperation with Kraft Heinz is based on a comprehensive approach to event and promotional services. We have created a so-called "turnkey" solution that allows the client to focus on the substantive side of events, while we take care of all logistics, production of materials and coordination of activities in the field.

Instead of a standard rollup table, as often presented by competitors, we created a comprehensive stand that stands out from the competition:

• We designed and manufactured branded trade show walls
• We introduced a distinctive visual element - wooden boxes, which became the hallmark of subsequent projects
• We have created a coherent system of visual identity, emphasizing the brand colors
• We provided professional logistical (transportation), technical (assembly and disassembly) and promotional (hostesses, booth staff, photo documentation) services 

Trade network fair

• Implementation of stands at events organized by the largest retail chains (e.g. Leclerc, Carrefour) and traditional channel chains (e.g. Chata Polska, Delikatesy Centrum, Specjał) 
• Provide a consistent visual identity while adapting to the specifics of each event
• Logistical coordination of often timely overlapping events

Trading days

• Organization of promotional space during meetings with key business partners
• Arranging conference rooms in accordance with the brand's visual identity
• Technical support during presentations and business meetings

Job fair

• Design and implementation of booths at recruitment events (including SGH, UW)
• Comprehensive logistics service for events

"Nice Days".

• Author event for employees at customer and partner sites
• Comprehensive arrangement of space in the offices of key partners (canteen in Lidl, canteen in Biedronka) and tastings of the company's product portfolio with professional chefs

Tasting and image campaigns in markets

• Tasting campaign for Heinz and Pudliszki brands using enlarged stands perfectly displaying products in chains such as Careffour, Kaufland, Makro
• Ongoing reporting and creation of photographic documentation of the action

The flagship internal event "Tomato Day" was a unique internal conference for the company's executives and sales representatives.

Organized at the prestigious Museum of Polish Vodka in Warsaw, the event stood out for its comprehensive approach to the tomato theme. We specially designed and arranged two thematic floors, completely dedicated to the tomato theme.

For the event, we organized a so-called "blind test" of recognizing tomato varieties as well as the company's and competitors' products (including passata or canned sliced tomatoes). We produced dedicated prizes for the winners, including books on tomato breeding and planting kits. During the conference, we also conducted other engaging games and competitions for the participants, which effectively strengthened team integration.

The entire event was complemented by a rich culinary offering, highlighting the tomato as the main ingredient in the dishes served, which perfectly fit the theme of the meeting.

Our cooperation with Kraft Heinz is a model example of understanding between client and agency. We started with basic trade fair projects and over time became a strategic partner responsible for the full range of event activities. The key to success is our permanent team, which knows the client's specifics perfectly and is able to respond flexibly to their needs without excessive communication or decision-making processes. We organize events throughout Poland, often combining them logistically into tours, which requires precise coordination but also allows us to “squeeze” as much as possible out of the budget.

Ewelina ChmielewskaAccount DirectorCursor

Effects of cooperation

Over the past 2 years of cooperation, we have successfully worked together:
 

• Organize about 50 promotional events 
• Promote the brand at events in all key regions of Poland for the brand
• Stand out from the competition and make a real impact on the growth of brand awareness among selected customer groups
• Produce more than 1,000  personalized gift sets for key B2B customers
• Have a positive impact on the employer image of Kraft Heinz and increase employee satisfaction of key business partners

Today we stand out from all the competition. I especially appreciate the flexibility of the event team, which is able to efficiently meet our needs even under very tight deadlines. Over the past few years, we have jointly implemented dozens of events across Poland - from professional trade show booths, to events for business partners, to internal events. Each of them was characterized by the highest quality of execution and attention to the image consistency of our brands.

Justyna GołośHeadof Sales ExcellenceKraftHeinz