Case Study: The Kraft Heinz Company achieves a unifying #FamilyGreatly brand purpose with Toluna insights

Kraft Uses Toluna Data to Inform Brand Purpose

The Kraft Heinz Company wanted to create a breakthrough brand campaign that genuinely resonated with modern parents and articulated the company’s broader brand promise. To inform that work, Toluna — a digital global insights firm — ran a rapid online study (Nov 21–25) surveying more than 1,000 parents and 1,000 children aged 8–17 across the U.S., delivering the findings to The Kraft Heinz Company as an actionable infographic.

Toluna’s survey revealed clear, actionable insights — 8 out of 10 parents feel pressure to be perfect, 4 out of 5 kids prefer a “great” parent over a perfect one, 95% of parents say families should “family” in the best way they know how, 86% agree their way of family is great, and mealtime brings families together (78% parents, 80% kids). Toluna’s data directly informed The Kraft Heinz Company’s #FamilyGreatly creative platform and a new series of print, social and video advertising, giving Kraft confidence to position its products under a unified, purpose-driven message.

The Kraft Heinz Company

Anne Field

Director of Brand Building