Kraft Heinz split: Marketing is our number one priority
Charlotte RogersAs the FMCG giant splits a decade after its $23bn mega-merger, the business is planning to add marketing headcount to deliver a “better top line”.
‘Placebo effect’: Heinz’s Todd Kaplan urges marketers to ‘set a higher bar’ for success
Niamh CarrollThe Kraft Heinz CMO challenged marketers on whether “winning in the room at Cannes” is the same as “winning with consumers”.
‘We’re partners in crime’: Heinz’s top marketers on becoming ‘liberated leaders’
Charlotte RogersMarketing 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.
Kraft Heinz looks to ‘unlock’ marketing efficiencies after sales slip
Ellen HammettThe company ramped up investment in marketing amid ongoing cautious consumer spending during the second quarter, which saw sales decline 3.6%.
Former Kraft Heinz CMO joins Bacardi to lead marketing strategy
Niamh CarrollIrina Rodina joins the world’s largest privately-held spirit company Bacardi as its senior vice-president for marketing strategy and operations.
Heinz on its mission to move ‘at the speed of culture’ to create an ad in five days
Matthew ValentineSince 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.
How a tie-up with Absolut helped Heinz turbocharge sales by 50%
Marketing Week ReportersA sellout collaboration with vodka brand Absolut saw pasta sauce overtake ketchup as Heinz’s top selling product.
Kraft Heinz appoints former marketer as CEO
Niamh CarrollExperienced FMCG leader and former marketer, Carlos Abrams-Rivera will take over as CEO of Kraft Heinz in January.
Kraft Heinz’s price discipline pays off as profit margins grow
Josh StephensonKraft 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.
Kraft Heinz: ‘If we don’t have consumers at the centre of everything then we’ve lost’
Lucy TesserasThe 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 on building an ‘iconic’ brand ‘beyond ketchup’
Niamh CarrollHeinz’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 consideration drops following price increases
Rachel LawlerHeinz Beanz’s consideration and value scores have fallen as consumers switch to own-brand goods, YouGov BrandIndex data shows.
Heinz launches first-ever global brand platform
Niamh CarrollKraft Heinz is making its biggest-ever media investment behind the new platform, which is the first global campaign in Heinz’s 150-year history.
3 questions I wish I’d asked as a junior marketer: Kraft Heinz’s Cristina Kenz
Niamh CarrollWinning 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.
‘Great minds don’t think alike’: Brands on navigating design agency relationships
Matthew ValentineIf 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?