Case Study: Kraft Heinz de-risks premium cat food launch with Bulbshare

De-risking brand launch for a global food and beverage giant

Kraft Heinz, the global food and beverage giant, needed to successfully enter New Zealand’s premium cat food market with a new pet food brand. To de-risk the launch, the company worked with Bulbshare to gather insight and ideation from a community of brand advocates.

Bulbshare recruited an exclusive group of 50–100 brand ambassadors to answer briefs on consumption patterns and generate new brand ideas, then tested new concepts with the community. The program delivered hundreds of insight and ideation responses, thousands of demographic data points to guide future campaigns, and an ongoing ambassador community for future insight projects.

Kraft Heinz