Nina Barton, beforehand the worldwide chief progress officer for Kraft Heinz, left the model in late 2020. Final September, the model tapped Diana Frost to steer its progress. Extra just lately, the model confirmed it would identify Carlos Abrams-Rivera its new CEO and board member efficient Jan. 1, 2024. Rivera, in his present position as evp and president of the model’s North America enterprise zone, oversees its operations within the U.S. and Canada.
Amid the management adjustments, Kraft Heinz can be upping its emphasis on model advertising and marketing. It launched its in-house company, The Kitchen, in 2020, and instantly started scaling its operations. The in-house group launched first in North America, and it’s since expanded to eight worldwide markets, together with Europe, Australia, China and Brazil.
Cristina Kenz, The Kitchen’s worldwide chief progress and sustainability officer, informed Adweek in February that the store delivers fast, customized campaigns that work hand-in-hand with the manufacturers’ international artistic companions like Wunderman Thompson Spain.
Kenz hopes extra modern advertising and marketing initiatives propel Kraft Heinz towards higher gross sales outcomes whereas opening up new income streams. This yr, the corporate is specializing in scaling advertising and marketing innovation internationally—this summer season, Kraft Heinz named Wieden+Kennedy London its artistic company for the U.Ok., and in June the companions launched new out of residence and social campaigns.
The Wieden+Kennedy London work is one facet of an enormous international marketing campaign led by Wieden+Kennedy New York. The marketing campaign, referred to as “It Has to Be Heinz,” is the biggest media funding the corporate’s ever made and the first-ever international marketing campaign within the model’s 150-year historical past.
