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?
‘The future takes time’: Heinz on its ‘right to play’ in the pasta sauce market
Niamh CarrollHeinz 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.
‘More oblique than direct’: How brands benefit from extensions into adjacent categories
Niamh CarrollWhile 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.
Heinz switches slogan to ‘Beanz Meanz More’ as part of purpose drive
Manny PhamHeinz is launching a campaign to promote the versatility and health credentials of baked beans, as it pays homage to its famous strapline while “evolving conversations” around the brand.
Kraft Heinz: Our goal is to become global leaders in marketing
Manny PhamTo become a world-leading marketing organisation, the FMCG giant says it needs to be “bolder and more creative”, highlighting examples such as the collaboration between Heinz and Weetabix in the UK.
The best marketing campaigns of 2020: Part 1
Marketing Week ReportersFrom the BBC to Ikea and Heinz, the Marketing Week team chooses the first set of eight campaigns that make up our best marketing of 2020.
Heinz, Tesco and Aldi behind ‘most effective’ Covid-19 ads
Ellen HammettBrands that avoid generic messages about staying at home, togetherness or looking to the future with optimism are more likely to resonate with consumers during the pandemic.