The challenge

The H. J. Heinz Company, or Heinz, is an American food processing company with world headquarters in Pittsburgh, Pennsylvania. It was founded by Henry John Heinz in 1869. The H. J. Heinz Company manufactures thousands of food products in plants on six continents, and markets these products in more than 200 countries and territories.

Ore-Ida, maker of retail potato products like Tater Tots, hash browns, french fries, and more, was partnering with Disney for the upcoming Pixar animated movie Frozen to offer a sweepstakes and generate buzz. Heinz was using Sitecore in a multi-tenant environment, and needed a microsite that provided site visitors with the best experience, including being able to handle the traffic the sweepstakes was likely to generate.

The microsite also needed to provide information and excitement for the upcoming theatrical release, as well as a string connection between the film and family-friendly Ore-Ida frozen food products.

H.J. Heinz Company

Industry

  • Retail food products and food services

Project timeline

  • 4 weeks

Blue Sequoyah Technologies services

  • Bandwidth and traffic analysis
  • CMS development
  • Github source code repository management
  • Responsive markup with SCSS
  • Technical research, consulting

The result

In a relatively short period of time, we were able to work with the Heinz marketing partner Ferrara|Pure Red to build a microsite within the Heinz custom multi-tenant Sitecore environment, leveraging the Ore-Ida website framework and a responsive sub-framework, with a high performance form processing engine built with ASP.NET and SQL Server Enterprise.

The microsite also featured recipes, product information, movie trailers, and more, giving visitors a very Disney-like experience, generating excitement beyond just the chance to win the sweepstakes. 

Summary

  • Custom microsite designed with Ore-Ida and Disney branding requirements
  • Hosted and built for a custom Heinz multi-tenant Sitecore environment
  • High performance over a short period of time
  • Lead generation through sweepstakes opt-in strategy

ROI

  • Over 1.2 million entrants in 75 days
  • Over 16,000 entrants per day
  • Massive opt-in conversion rate of 15%