Kraft Heinz to Add $50 Million to Advertising Budget
COO Georges El-Zoghbi said Kraft Heinz will boost its working media spend by about $50 million this year. This part of its media spend is what the company actually pays for the ads to be aired or put on digital carrier or print.
Capri Sun Organic is now in the marketplace, with advertising scheduled to hit later in the second quarter. The company, the result of a merger between Kraft and Heinz companies in 2015, is making changes to ensure that Mac & Cheese is more relevant, with no artificial flavors, preservatives or synthetic colors. The company is also working to improve its nutritional frozen meal offerings.
The Meet the Ketchups campaign that kicked off during the Super Bowl is part of a major marketing campaign behind Heinz Ketchup.
"We expect 2016 will be a strong marketing year for us, including a further shift of our advertising spend from non-working to working media, with our goal of increasing working media to at least three-quarters of our marketing budget," said El-Zoghbi.
According to CEO Bernardo Vieira Hees, there is an ongoing need to drive better consumption in the face of both consumer weakness and consumers' desire for fresher, less processed food. "All that said, we're very excited about how Kraft Heinz is positioned."
The CEO noted the company will continue to focus on innovation, go-to-market capabilities and increasing working media dollars.
"We'll build our innovation pipeline through big bets in each market, and as the year unfolds, you'll see us launch advances in areas where consumers are migrating."
Capri Sun Organic is now in the marketplace, with advertising scheduled to hit later in the second quarter. The company, the result of a merger between Kraft and Heinz companies in 2015, is making changes to ensure that Mac & Cheese is more relevant, with no artificial flavors, preservatives or synthetic colors. The company is also working to improve its nutritional frozen meal offerings.
The Meet the Ketchups campaign that kicked off during the Super Bowl is part of a major marketing campaign behind Heinz Ketchup.
"We expect 2016 will be a strong marketing year for us, including a further shift of our advertising spend from non-working to working media, with our goal of increasing working media to at least three-quarters of our marketing budget," said El-Zoghbi.
According to CEO Bernardo Vieira Hees, there is an ongoing need to drive better consumption in the face of both consumer weakness and consumers' desire for fresher, less processed food. "All that said, we're very excited about how Kraft Heinz is positioned."
The CEO noted the company will continue to focus on innovation, go-to-market capabilities and increasing working media dollars.
"We'll build our innovation pipeline through big bets in each market, and as the year unfolds, you'll see us launch advances in areas where consumers are migrating."