Marketing directors Thiago Rapp and Alessandra de Dreuille discuss the company’s “ambitious” reset, taking inspiration from Nike and the beauty of owning the P&L.
The company ramped up investment in marketing amid ongoing cautious consumer spending during the second quarter, which saw sales decline 3.6%.
Irina Rodina joins the world’s largest privately-held spirit company Bacardi as its senior vice-president for marketing strategy and operations.
Since launching its global platform ‘It has to be Heinz’, the food brand has been able to move at pace to respond to local trends, allowing it to create its latest ad in record time.
A sellout collaboration with vodka brand Absolut saw pasta sauce overtake ketchup as Heinz’s top selling product.
Experienced FMCG leader and former marketer, Carlos Abrams-Rivera will take over as CEO of Kraft Heinz in January.
Kraft Heinz’s Q2 results showed gross profits margins up by 180 points to 33.3% as its CEO promised more investment in marketing and innovation.
The food giant’s chief growth officer, Diana Frost, says tech should be viewed as an enabler and that marketers’ core focus must always be the customer.
Heinz’s top marketer wants to take the brand to “the next level” by building its equity as a global food brand, not just one for ketchup and baked beans.
Heinz Beanz’s consideration and value scores have fallen as consumers switch to own-brand goods, YouGov BrandIndex data shows.
Kraft Heinz is making its biggest-ever media investment behind the new platform, which is the first global campaign in Heinz’s 150-year history.
Winning an argument is not the same as winning an overall result, Kraft Heinz’s Cristina Kenz says, arguing understanding other’s perspectives is vital to get ahead.
If marketers are to reclaim their influence over the product in the 4Ps, how do they get the best out of their relationships with design agencies?
Heinz believes prioritising innovation is the key to growth, a strategy which includes apologising for being ‘ridiculously late’ with the launch of its pasta sauce range.
While food companies often stretch their brands into new categories, few stand the test of time. However, brand consultants say the buzz generated from these products can make the endeavour worthwhile regardless.