Kraft Heinz Transforms Marketing Approach
Ahead of its planned split, Kraft Heinz is transforming its marketing approach to become more product-centric, according to CEO Carlos Abrams-Rivera.
Kraft Heinz claims it has
“transformed [its] approach”to marketing by making it more product-focused and speeding up the pace of creative delivery using AI.
- Invested around $80m (£60m) in incremental marketing spend during its year to date.
- Increased headcount and improved capabilities.
CEO Carlos Abrams-Rivera stated the company is embarking on a transformation of its marketing approach
“starting with investing behind product-focused creative”.
Author's summary: Kraft Heinz transforms marketing to product-centric approach.
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