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.
Kraft Heinz explores increasing marketing spend to ‘create momentum’
Molly FlemingKraft Heinz is hoping to take advantage of the new customers that have bought its brands in the past few weeks as the Covid-19 pandemic prompts stockpiling.
Brands go direct to consumer to capitalise on ecommerce surge
Matthew ValentineFrom Heinz to Aldi, brands across the marketing spectrum are accelerating their shift to ecommerce in response to the unfolding coronavirus crisis.
Kraft Heinz to ‘disproportionately support’ flagship brands
Molly FlemingThe FMCG giant plans to slash agency fees and simplify innovation, while increasing media support for its biggest brands, as part of a three-stage turnaround strategy kicking off this year.
Burger King’s UK marketing boss on why she ignored the doubters
Molly FlemingStory of My CV: Always on the look-out for the next challenge, Katie Evans developed a love for the fast-paced world of FMCG that took her from Heinz to Krispy Kreme to Burger King, with a brief spell launching her own fashion business.
Kraft Heinz: We have invested too much in marketing costs that consumers can’t see
Sarah VizardNew CEO says the company has invested too much into marketing costs such as agency fees and production costs at the expense of media and creative.