DDefinition’s Post

**Bold Move in the Food Industry: Todd Kaplan Takes the Helm at Kraft Heinz** 🚀 **The Unfiltered Truth**: Todd Kaplan, a seasoned marketing genius with an impressive 17-year journey at PepsiCo, is stepping into the role of Chief Marketing Officer for Kraft Heinz North America come August 5, 2024. 🗓️ **Why This Matters**: With a staggering $22 billion portfolio under his watch, Kaplan isn’t just joining Kraft Heinz—he’s about to lead a revolution. From legendary brands like Heinz, Kraft Mac & Cheese, to Capri-Sun and Jell-O, Todd's task is to blend creativity with cultural relevance and boost the company's modern marketing prowess. We've seen Kaplan's magic at play with Pepsi—remember the iconic Pepsi Super Bowl Halftime Show or the introduction of Nitro Pepsi? His bold strategies didn’t go unnoticed, bagging him accolades from Forbes and Cannes Lions. 🎖️ Now, imagine what he'll concoct for Kraft Heinz. Can a brand known for classics like Oscar Mayer and Cool Whip reinvent itself for the Instagram generation? 🍲✨ **Your Move**: How do you think Todd Kaplan's experience will shape the future of Kraft Heinz? Comment below with your thoughts or tag someone who shares your excitement! 💬 #KraftHeinz #ToddKaplan #MarketingGenius #CMO #BrandRevolution #FoodIndustry #BrandTransformation #MarketingMastermind

Building a truly inclusive workplace starts outside work. Here are a few easy ways to include DEI in everyday life: 1/ Engage with diversity daily 🤝 :   - Connect with people from different backgrounds at the park, gym, or local events. Simple curiosity and conversations broaden our outlook and often translate to more inclusive decisions at work. The youth are becoming more diverse inside and outside of work - so can we? Example: When I was at the gym today, I realised how impactful it could be to play diverse music genres like Tamil, Bollywood, and African, among others. Music has the power to connect people from all backgrounds. Small acts shape our boundary thinking at work, too. It's all connected in little ways. 2/ Explore diverse media 👌 :     - Read books or watch shows that cover different cultures and perspectives. Ask about other people's cultures and show curiosity to learn about their festivals, etc. Could you take part in it? You could share recommendations with execs to encourage awareness at leadership levels, where policies are shaped. 3/ Support diverse businesses 👜 :    - Shop at, invest or promote local and minority-owned businesses. This small step improves DEI values that can ripple into work culture, strengthening fair practices and representation. 4/ Reflect on your biases 👋 :   - Regularly journaling or trying an online bias test increases self-awareness, which is essential for genuine DEI. 5/ Listen and learn 🤙:     - Encourage feedback on your actions, and openly listen fully to others’ viewpoints. Put yourself in their shoes and ask them "why" until you truly understand the whole picture. This shows genuine effort and takes time. It builds empathy, strengthens the team, and builds understanding at work. 6/ Use simple direct English to save time 🙊 : -Using formal, traditional English with complex words can slow collaboration. Save time with clear, simple language. With reduced attention spans, it’s essential to adapt and communicate in straightforward ways. Let’s take small, practical steps to bring inclusivity from our daily lives into the workplace. Women's representation, especially from Black and Brown communities, remains very low at the Board and Executive levels globally, including the UK, particularly across high-growth sectors like finance, tech, and health. Talented candidates now check Glassdoor, charity registers, company websites, and professional networks before applying, helping them avoid 'playful' interviews and focus on meaningful opportunities. Life is too short to waste time on unimportant matters. We need to take consistent steps today and allow time for progress. What actions are you taking to build DEI at the Board and Exec levels, too? “All big things come from small beginnings. The seed of every habit is a single, tiny decision. But as that decision is repeated, a habit sprouts and grows stronger...“ – Atomic Habits, page 22 #Inclusiveboardrooms #Equityinbusiness

"Simple, memorable, and packed with brand heritage. This Kraft Heinz Ad is a masterclass in emotional marketing." This Ad is a great example of how to use emotional marketing to connect with consumers. By focusing on heritage, quality ingredients, and the familiar taste of Heinz ketchup, the ad evokes feelings of nostalgia and trust. Key highlights in the Ad- 》The ad features a close-up of a Heinz ketchup bottle, with a pile of ripe tomatoes on top. This reinforces the idea that Heinz ketchup is made with real, high-quality ingredients. 》The "1869" date printed on the bottle emphasizes Heinz's long history of ketchup production. 》"No one grows ketchup like Heinz" slogan is memorable and positions Heinz as the authority on ketchup. Kraft Heinz What are your thoughts on this ad? Do you think it's effective? Comment Down Let's Connect Abhinav P K #heinz #ketchup #marketing #advertising #nostalgicmarketing #emotionalmarketing

Today, we’re celebrating a sweet milestone. In 1965, Kellogg introduced Pop-Tarts to the world. This delightful pastry transformed breakfast forever. Kellogg didn’t just create a product; they also cultivated lasting memories. Think about how brands like Coca-Cola thrive on their legacy and emotional connections with consumers. In the world of branding and marketing, there's so much we can learn from this simple pastry revolution. The next time you enjoy a Pop-Tart, take a moment to reflect on its journey from concept to creation. What lessons can you apply in your endeavors? Let’s innovate with purpose and create experiences that truly resonate with our audiences! #poptarts #branding #marketing #consumers #business

Embracing Challenge with Smiles: The Kraft Heinz Ketchup Saga! As marketing professionals, we often confront challenges that demand not just creativity, but a splash of humor. Take Heinz's innovative "Smack for Heinz" campaign—a cheeky salute to ketchup lovers everywhere! This brilliant initiative places ketchup dispensers outside eateries that dare to skip the beloved condiment, creatively tapping into the frustration of ketchup fans. The campaign isn't just a playful poke at anti-ketchup establishments but a clever way to reclaim the narrative around a product we all thought had no new stories left. It’s genius, Heinz turning a familiar frustration into an engaging and humorous campaign that literally puts ketchup within arm's reach. As marketers, it's our job to keep the story engaging. How can we inject such creativity into our projects? Is humor the secret sauce in your marketing strategy? #MarketingStrategy #BrandEngagement #Heinz #CreativeCampaigns #InnovationInMarketing

🍅 Heinz Ketchup proved the power of branding when it turned a controversy into an opportunity. A viral claim about counterfeit ketchup led Heinz to create genius campaigns reinforcing its quality and trust. With its distinctive bottle and “slow-pour” ketchup, Heinz is synonymous with authenticity and excellence in condiments. ➡️ Lesson: Leverage challenges to reinforce brand trust and identity. #HeinzKetchup #ViralBrands #CondimentKing #BrandTrust #MarketingGenius #Heinz #marketingstrategy #KetchupFraud #BrandLoyalty #marketingstrategies #CaseStudy Kraft Heinz

✨Exploring the Vibrant Legacy of PepsiCo: The Story of Pepsi and Lay's✨ Dive into the captivating narratives of two iconic brands, PepsiCo and LAYS and their diverse subsidiaries which has added layers of flavor and excitement to our lives! • Pepsi: From its inception as "Brad's Drink" in 1893 to its evolution into Pepsi-Cola in 1898, Pepsi has been a beacon of refreshment and innovation. But beyond its classic cola, PepsiCo has curated an array of sub brands that cater to every taste bud and lifestyle, from the energizing kick of Mountain Dew to the guilt-free indulgence of Pepsi Zero Sugar. • Lay's: Herman Lay's entrepreneurial spirit in 1932 laid the foundation for Lay's to become synonymous with crispy, crave-worthy chips. But the magic doesn't stop there. Lay's have elevated it’s snacking to an art form, with offerings like Lay's Kettle Cooked providing a crunchy, kettle-cooked experience, and Lay's Stax delivering the perfect stackable snack for any occasion. • Innovation: At the heart of PepsiCo's success lies a commitment to innovation. Through its sub brands, PepsiCo continues to push boundaries and redefine the snacking and beverage landscape. Whether it's the bold flavors of Doritos or the refreshing fizz of Bubly sparkling water, PepsiCo's sub brands captivate consumers with their ingenuity and flair. As we celebrate the rich tapestry of PepsiCo's sub brands, let's raise a glass (or a bag of chips!) to the endless possibilities and flavors that await us. Cheers to the journey ahead! 🚀 #pepsico #lays #innovation #linkedinpost #legacy

When vendors began refilling Kraft Heinz bottles with fake ketchup, the brand didn’t panic. They turned to what they do best—smart, creative problem-solving. By matching their labels to the EXACT Heinz red using Pantone codes, they gave customers a simple way to verify authenticity. If the ketchup ≠ the label, it wasn’t Heinz. But they didn’t stop there. Heinz introduced an Instagram filter that empowered customers to detect fakes instantly, turning every user into a brand advocate. The results? ✅ 73% drop in fake refills ✅ 97% of customers could instantly spot a fake ✅ 24% increase in usage by street food vendors This wasn’t just a solution—it was a masterclass in branding. By turning a major challenge into an opportunity, Heinz not only protected their product but elevated it. This example is creating waves globally. A week after this was posted, it’s no longer just a case study—it’s a conversation starter among CMOs, CEOs, and marketing leaders worldwide. The post has now over 12,500 reactions, sparking discussions in boardrooms and on social media. This level of engagement shows how relevant and impactful the Heinz strategy is across industries. This reminds me of my own experience navigating highly regulated markets. Whether it’s solving compliance challenges or responding to disruption, the brands that win are the ones that innovate with their audience at the center. Heinz’s use of design and technology to tackle counterfeiting while boosting customer loyalty is a powerful example of how branding can thrive through simplicity. Innovation doesn’t always have to be complex—sometimes, the boldest moves are the simplest. What’s one creative solution you’ve seen turn a challenge into an opportunity? Do you think this is a masterclass in branding? Full credit to Riddhi Bhansali Mehta for this inspiring example of marketing done right. #Branding #Leadership #Strategy #Innovation #ConsumerFocus

Whats happening in Marketing RN? Kraft Heinz x Barbie - Barbie cue 💖 Heinz recently teamed up with Mattel, Inc. to release a limited edition pink barbecue sauce, tapping into the hype around Barbie's 65th anniversary. The vegan sauce generated a buzz when they teased the idea earlier this week and Heinz has followed through. This is another example of Heinz’s knack for innovative partnerships, previously teaming up with Absolut for a vodka pasta sauce. Odd Muse's relaunch 👗 Odd Muse responded creatively to constructive feedback by transforming it into a successful marketing campaign. Instead of jokes or insincere apologies, they listened to their audience, worked on solutions, and returned stronger. The key takeaway is clear: prioritise consumer input and deliver on their requests. Burger King's Flame Still Burns Bright at 70 🍔 Celebrating seven decades of success, Burger King's newest campaign has people talking. Featuring older couples expressing love the campaign challenges societal norms around desire in older age. The campaign with its theme, "70 years later the fire's still burning" debuted in Brazil and will soon be seen worldwide. #barbie #marketing #marketingnews #MarketingCampaigns

As "spooky season" approaches, 👻 my excitement grows—not just because it's a time to binge-watch favorite's like Harry Potter, Lord of the Rings, and The Hobbit. Snacking and movie marathons are a perfect match, and in an exciting twist, Kraft Heinz has partnered with PepsiCo's Monster Munch to create a limited edition 'spooky season sauce.' This sauce promises to be a taste sensation. The Heinz [Scarily] Good Monster Munch Mayo combines the zesty taste of Pickled Onion Monster Munch with the creamy texture of Heinz's classic mayonnaise. This product appeals to Monster Munch fans' sense of nostalgia and Gen Z's desire for distinctive flavour experiences. Brand collaborations are now a strategic move in business, offering numerous advantages that can greatly enhance branding and trademarks. By joining forces, two brands can use their strengths to offer a unique product that appeals to a wider audience. Such collaborations can increase brand visibility, as they naturally create excitement and attract the attention of both brands' followers. 🎃 👻 #branding #halloweenseason #brandprotectation