‘We’re partners in crime’: Heinz’s top marketers on becoming ‘liberated leaders’
Marketing 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.
2023 was a historic year for Heinz. The food giant celebrated its 150th anniversary and unveiled its first global brand platform, backed by the company’s largest media investment to date.
Tapping into the “irrational love” consumers feel for mayonnaise, baked beans and ketchup, the ‘It has to be Heinz’ platform marked the first time Heinz had unified under a single global strategy.
The masterbrand journey offered an opportunity for the company to “reset” its ambitions, explains marketing and media director for Northern Europe (sauces), Thiago Rapp. This new approach meant changing the frame of reference, switching from comparisons with food sector rivals to the likes of Lego and Nike.
“We really want to be seen as the most irresistible food brand, but not having the frame of reference with other food brands,” says Rapp.
