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Ketchup, Cookouts & Kraft Heinz's Biggest Campaign Ever
Description
Episode 206: It’s almost the Fourth of July! Ann welcomes Todd Kaplan, Chief Marketing Officer of North America at Kraft Heinz, to the show. They discuss how the company is celebrating America 250 with its first-ever portfolio-wide campaign: 'The United Tastes of America,' which brings together its household brands, from Heinz Ketchup to Oscar Mayer. They also discuss Kraft Heinz’s decision to stay as one company - doubling down on its one-portfolio strategy by investing $600 million across marketing and R&D. Plus, Todd shares his perspective on the U.S. consumer, how the company is using AI to build campaigns and how Kraft Heinz keeps its brands relevant as consumer tastes and habits evolve.
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