Kevin Chesters’ Post

Kraft Heinz really said ‘hold my jar’. Now… Heinz apologised on Monday for a ketchup campaign that contained imagery that had echoes of blackface, racist stereotyping and minstrel shows. This is the second time in a matter of days that Heinz has apologised for a campaign deemed racially insensitive. The first campaign, created by VML for Heinz pasta sauces in the U.K., was criticized for perpetuating stereotypes about absent Black fathers-by showing a newly married couple with the groom's parents and only the bride's mother. (Not only that but in my opinion the erasure of Black couples and our food culture too.) #tired I am seeing more and more poorly executed ‘inclusive’ marketing. So, what can we learn from this? ⛏️Culture is not for rent. Educate yourself or invest in specialists who can help you. ❌Stay away from inclusion companies who exploit their staff. Do your research. 🏆Invest in different perspectives from independent consultants like Hayley Bennett to build a team 🫶🏽Invest in Black owned businesses 📸 Missing cultural nuances will always be found out. I have free resources on this that I am happy to give away from my EDI days. No gimmicks, I am retired and tired of still having the same conversations. Drop me a message or comment to get the PDFs 🫶🏽 🖤 Nothing about us should be without us. #inclusivefails #inclusivemarketing #EthicalDisruption

**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

🍅 What happens when you ask people to “Draw Ketchup”? They draw Heinz. The “Heinz Draw Ketchup” campaign is a masterclass in uncovering instinctual brand affinity. In a global social experiment across 18 countries, participants proved that Heinz isn’t just a product—it’s the ketchup. Heinz is embedded in the cultural imagination, from the deep red color to the keystone label and iconic glass bottle. The campaign celebrates consumers' emotional and intuitive connection with the brand by featuring these drawings in videos, bottle labels, and billboards. 💡The most potent brands don’t just sell products; they occupy cultural space. What other campaigns have you seen tap into consumer instincts this effectively? Kraft Heinz Canada | Rethink #BrandRecognition #MarketingImpact #ConsumerConnection

Often, the initial reaction to brand blunders such as the latest from Heinz, pictured below, is to ask “was there no one in the room to catch this,” or more specifically to say, “this is what happens when you lack diverse folks in seats of decision making.” While I agree with these statements, I believe a better assertion is “this is what happens when people lack knowledge of history.” More specifically, "this is what happens when people, who may be experts in their particular industry, lack the historical context of racism within their profession." If the history of racist caricatures in advertising and how they served to isolate consumers was taught unilaterally to aspiring brand managers, could we potentially avoid the invocation of 19th century minstrel shows in 2024 ads? When we ground contemporary decisions with historical context we avoid dooming the past to repeat itself. Across industry, knowing how we “got here” is invaluable to strategizing about where we must go. #dei #history #advertising

Everyone knows what Ketchup is. So how do you maintain relevance and continue to be part of the cultural conversation instead of becoming a commoditized condiment that becomes an invisible part of people's lives, or worse yet, background noise? You tap into culture where it's appropriate for your brand. You find adjacent categories where conversations are already happening and you become part of those conversations. Kudos to Heinz for having the chutzpah to approve these creative activations that have kept them top of mind. From their pandemic puzzle to their role as "marriage counselor" between big buns and big wiener companies, Heinz consistently finds ways to "build the big tent" around brand-relevant conversations and invite people in. #strategy #creativity #innovation #heinz --------------------- Looking for more ideas, insights, and inspiration? Check out my weekly newsletter - Light Bulb at chriskocek.com/newsletter. Every Thursday, you'll get three aha moments that are guaranteed to inspire your next project, creative briefing, or campaign.

"In R&D you need to have the willingness to try something new, fail but also learn from your failures." 🌱 We caught up with Ammar, Director of Research & Development (R&D) for Coffee to learn more about his 25+ year career and some of the best parts about working in R&D at Kraft Heinz. If you'd like to grow your career at Kraft Heinz, head over to the link in the comments. #HereAtKraftHeinz #LetsMakeLifeDelicious

The Ketchup Conundrum: Innovation vs. Sticking to What Works In his book What the Dog Saw, Malcolm Gladwell explores the fascinating story of "The Ketchup Conundrum." He reveals that despite numerous attempts by other brands to outshine Heinz, they’ve found it nearly impossible. Why? Heinz Ketchup has perfected the blend of the five fundamental tastes—salty, sweet, bitter, sour, and umami—achieving a balance that gives it what experts call "amplitude." This balance makes Heinz irresistible. Gladwell’s story raises an intriguing question: Should we focus on innovating, or is it sometimes better to stick with what has always worked? Heinz is a testament to the power of sticking with a formula that works, but innovation is what brought us cars instead of faster horses and airplanes instead of just imagining faster travel. So, how do you, as a marketing professional, find the right balance between running with a tried-and-true formula and taking the leap into something new? What are your thoughts on navigating this fine line? #MarketingStrategy #InnovationVsTradition #MarketingInsights #ProductDevelopment #MalcolmGladwell

As the semester comes to a close, I would like to reflect on my time well spent in Diverse Voices. A course at the University of Florida that explores the critical role of diversity, equity, and inclusion (DEI) in public relations. This course has shown me how these principles are essential not only for communication but also for fostering equitable and meaningful environments. Over the semester, I had the opportunity to collaborate with peers and deepen my understanding of how companies embrace DEI. My team conducted extensive research on Kraft Heinz, focusing on its DEI initiatives. One that stood out was the company’s robust Business Resource Groups (BRGs). These employee-led networks support learning and development, help recruit diverse talent, foster community and guide leadership in challenging times. BRGs are essential to making DEI a core part of Kraft Heinz’s culture and competitive advantage. As Kraft Heinz Global Head, Diversity, Equity, Inclusion and Belonging Crystal Andrews Banks, MA (she / her / hers) said, “DEI&B is part of the fabric of who we are and how we show up as a company, and a core component of our company culture – which is our competitive advantage. The different backgrounds and perspectives of our employees help enable our innovation. This diversity of thought allows us to develop new ideas, challenge the status quo, push the boundaries on creativity, and make the best, well-informed decisions.” I’d like to thank my wonderful professor Ajia Meux for fostering an open space to discuss DEI. Her Diverse Voices course has been instrumental in expanding my understanding of these principles, leaving me confident to enter the workforce with a new perspective on its importance. #DiverseVoices https://lnkd.in/e2gYKqGU (https://lnkd.in/e2gYKqGU)

At 2b Limitless, we deeply value our relationship with Kraft Heinz and it was fantastic to reconnect with their dynamic team this week. Our session focused on the vital aspects of developing personal brands and enhancing brand equity. One of the highlights was delving into the power of a growth mindset and the importance of emotional intelligence (EQ) in career progression. We drew inspiration from Jeff Bezos’ famous quote: “Your brand is what people say about you when you're not in the room.” This thought-provoking idea led us to ask: What do you want people to say about you when you are not there? Understanding and shaping this narrative is incredibly powerful. During the session, we explored participants’ strengths using the CliftonStrengths enabling them to identify and build on their areas of strength. Equally important was recognizing areas of weakness to manage around them effectively. By knowing your narrative and exploring the perceptions others might have of you, you can bridge the gap between the two. This self-awareness and proactive approach to personal branding are key to achieving long-term career success and fulfillment. Thank you to the Kraft Heinz team for their enthusiasm and engagement (as always!). We look forward to continuing this journey of growth and development together! Special thanks to Ecaterina Ursu and Sarah T. for making this happen and Olivia Marshall and Dania Saad Mehmod for all your help. Mick Todd, Peter Charles Turner, David Labouchere, Olga Cassidy, Patrick Harrison, Ian Ward, Garreth Ewing, Ciarán McBreen, Jack Wolstencroft, Tony Martin. #yourbrandiseverything #highperformance #eqoveriq #growthmindset #dreamteam

For dinner tonight, it's just me and my youngest two (4 and 7) — Mom's out of town, and the older brothers are at a sleepover. I had a great new recipe planned for my Blackstone. (Yes, I’m a big #BlackstoneGuy) But when I asked what they’d like for dinner, their choice was simple: "Noodles and Meatballs." ...with a special request: "We want to eat it with our hands." Sometimes, leadership is about pointing people towards something they can't conceive of, something better than they would choose for themselves. And sometimes, it’s about meeting them where they are, serving them without judgment, and enjoying who they are. So, the question is: How do you choose between the two? I’ve found that it’s by knowing your north star. Having a clear vision of the desired outcome of the behaviors we’re choosing between is crucial. Otherwise, we might default to "principles" that may not be right for the situations we find ourselves in. Tonight, I want to make memories and enjoy my little ones. I want them to know that I love and delight in them. So, we’ll be eating dinner with our hands. I've spent too much time in leadership, trying only to make people do what I want them to do. #Leadership #Parenting #ToughDecisions #NorthStar #BuildaSnowball #MakingMemories #LeadershipDevelopment #VisionaryLeadership #EmpathyInLeadership #WorkLifeBalance #QualityTime #BlackstoneCooking #HandsOnLearning