Kraft Heinz Company | Company Profile, Marketing Contacts, Media Spend, Brands
Kraft Heinz Company, formerly known as Kraft Foods Group, through its subsidiaries, manufactures and sells packaged foods and beverages in the United States, Canada, Europe, Latin America, Asia Pacific, Middle East and Africa. Kraft Heinz Company is co-headquartered in Northfield, IL and Pittsburgh, PA. The Northfield location is headquarters for Kraft brands and the Pittsburgh location is headquarters for Heinz related brands.
|Main Telephone||(412) 456-5700|
|Main Fax||(412) 456-6128|
Kraft Heinz Company ContactsContacts (5/125)
|Bernardo H.||Chief Executive Officer||PA|
Sample of Associated Brands
|Paulo B.||Chief Financial Officer & Executive Vice President, Investor Relations||PA|
|Eduardo L.||President - U.S. Condiments & Frozen Portfolio||PA|
|Leandro B.||Senior Vice President, Global Information Technology & Chief Information Officer||PA|
|David T.||President - Foodservice||PA|
|Oscar Mayer Naturals||*|
|*.*.||******* *********||media buying & planning||2012||present|
|*.*.||******* ****** + *******||creative, digital||unknown||present|
|*.*.||******* ****** + *******||media buying & planning||unknown||present|
|***** *****||*** ******* *********||AOR - creative||unknown||present|
|***** *****||******-********||AOR - creative||2004||present|
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Digital, TV Opps: Heinz debuts line of barbecue sauce with TV campaign
Subject: TV, digital, social media, print, in-store
Company: Heinz, which are merging into the new Kraft Heinz Co. The merger is expected to be completed later this year.
Opportunity: Kraft Heinz is expanding its condiment and sauce offering by launching a line of Heinz barbecue sauces. The new line features five new barbecue sauces, a “Classic Sweet & Thick” plus four others based on regional tastes (Carolina, Kansas City, Memphis and Texas). Even though Kraft already produces a line of barbecue sauces, Heinz director of brand building Jessica Ryan said there’s a place for each brand in the category, noting that they are “really differentiated.” The marketing push behind the new line began Thursday night with a segment on “15-second spots.
While it may be too late to secure grilling-season dollars for the new barbecue line, note that Heinz began a larger marketing push behind its mustard last year. So, look for the company to continue investing in marketing behind new and existing lines. Keep in mind, as well, that last month we told you that Kraft Heinz would increase ad spend by $50 million in 2016 (more here).
Competitors: Kraft already has a brand of barbecue sauce, but competitors also include Jack Daniel’s Original No. 7 Recipe, Hunt’s Original BBQ Sauce, Sweet Baby Ray’s, KC Original Masterpiece, Stubb’s and Bull’s-Eye Original, to name a few national competitors.
National TV Spend: According to iSpot, Heinz Ketchup has spent $7.6 million on national TV ads this year. The money has been spent to air “Wiener Stampede” around 700 times, including during Super Bowl 50. For the same period in 2015, Heinz Ketchup only spent $900,000 on national TV spots. If you take SB spend out of 2016′s amount, 2016 spend is still a little over a million more than 2015. iSpot does not currently have data for the new barbecue spots.
For FY 2015, Heinz Ketchup spent$18.8 million on national TV ads. See chart for show targeting.
For comparison, Kraft has spent only $6.1 million to advertise its barbecue sauce since Jan. 2015. Most of the airings for “Backyard Barbecue” took place at the beginning of Q1 and from mid-June to mid-July 2015.
Digital Breakdown: According to Moat, Heinz ran 57 display ads on 913 publishers since Jan. 2015 (<1% mobile). Top ad destinations have included fsrmagazine.com, cbssports.com, yahoo.com and nhl.com (62% placed site direct versus programmatically). Heinz also run 63 high impact (standard and overlay, mostly) and six video ads since the beginning of last year. Most ads have run on news, sports and arts & entertainment sites, with the heaviest ad presence in Q1 2015, Q3 2015 and now.
Kraft Heinz Company
One PPG Pl.
Pittsburgh, PA 15222
Director, Brand Building – Heinz Condiments & Sauces
Direct Dial: (412) 456-5748