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Todd Kaplan
Hear that?
John Curto
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Todd Kaplan
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John Curto
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Todd Kaplan
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John Curto
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Todd Kaplan
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Ann Berry
Distributor for Friday, June 12th is Brew Markets Daily and I'm Ann Berry the 4th of July coming up in just a few weeks when the United States will celebrate its 250th birthday and one of America's biggest food companies is looking to ring in the moment, that's Kraft Heinz launching what it calls the largest marketing campaign in its history, uniting many of its biggest brands, from Heinz and Oscar Mayer to Craft singles and jet puffed under a single banner called the United Tastes of America. Tastes, of course, a clever anagram for states. Well, the corporate strategy lands at an interesting moment because just a few months ago, Kraft Heights appeared to be heading towards a breakup to join the wave of food conglomerates splitting itself into smaller parts. Instead, the company doubled down on its one company, one portfolio structure and announced a $600 million investment program into marketing, sales and R and D to reignite growth. Well, to talk about that bet, I invited onto the show Todd Kaplan, chief marketing officer of Kraft Heinz North America. I wanted to get his perspective on the US consumer how Craft Heinz uses AI to build campaigns and the 70 plus brands in the Craft Heights portfolio what they're up to to stay relevant in the face of evolving consumer tastes and habits. It's the perfect conversation for a summer Friday coming up in just a moment. But first, this episode is brought to you by Aflac. John, you seem a little stressed.
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Ann Berry
That can happen when you're stuck with $1,000 out of pocket medical expense.
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Ann Berry
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Ann Berry
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That might be why, according to an Aflac workforce's report, a majority of businesses that offer Aflac say they're likely to continue. Find out more@aflac.com BrewMarkets and now my
Ann Berry
conversation with Todd Kaplan, Chief marketing officer of Kraft Heinz North America. Thank you for joining. For those who are listening but can't see, Todd has the most fabulous background imaginable from his library in New. Give us. What have you got going on there, Todd? I can see a hot dog. Is this a brand?
Todd Kaplan
Yeah, yeah. This is my home office here. And it's the one room in my house I get to put all of my stuff that I've accumulated over the years. So I have everything from the, you know, mini Oscar Mayer wienermobile all the way to this was from our collaboration we did with DJ Mustard, you know, last year, this Heinz Mustard. So there's all sorts of just fun footballs from when I did the Pepsi super bowl halftime show with Dr. Dre and Snoop back when I was before I was here at Craftsman. So I have a lot of fun Memor billion just tchotchkes and stuff all around me here. It's, it's a fun room.
Ann Berry
I love it. It is a fun room. It's gonna be a fun conversation because there's a big, big birthday looming. That's America's 250th anniversary coming up, of course, on July 4th. And Todd here for Brew Markets. We really wanted to spend this one up to July 4th in conversation with some of the most iconic American brands and brands that have gone global, that have taken America to the rest of the world. And Kraft Heinz has certainly done that.
Todd Kaplan
Yes.
Ann Berry
Set the Tell us what is going on with Kraft Heinz as you lead the charge in the company celebrating America 250 as well.
Todd Kaplan
Yeah, of course. Well, Kraft Heinz, you know, obviously it's. We're an iconic American company that's been around for quite a bit as well. And we just announced this. The United Tastes of America is what we're calling. And it's actually the first time we're bringing our entire portfolio of brands all together in one single marketing campaign. First time in our company's history as a partner with the America250 initiative, which I think, you know, it's a bipartisan organization that leads the celebrations for this moment, you know, throughout the US and it's the first time we're bringing everything together. And the concept is really about, you know, when you think of the thing that really brings all Americans together. It's this idea of food coming together, backyard barbecues, friends, family block parties, cookouts, all of that. And when you look at our portfolio again, our portfolio includes brands like Heinz, Oscar Mayer, Kraft Singles that you would put on your burger, Kraft Mayonnaise, you know, Jet puff marshmallows, Things that are deeply associated with this moment. So we've built for the first time, we call it like media to shelf, a program that really brings all these brands together for the summer cookout in the Spirit of America 250 for full 360 marketing effort with some innovation as well along and some custom products that will really bring it all together with hoping to make a big impact this summer.
Ann Berry
So let me get into the business behind that decision, Todd. And I can completely understand why for something celebratory in an iconic moment like this, this is a great, great brand strategy for Kraft Heinz. But what you're describing is the strategy that most food conglomerates, including your own, don't pursue day to day. Right. There is a reason that you, as cmo, market these brands individually. So if this weren't a celebration, talk to us about why. Typically in everyday business, you wouldn't be marketing the portfolio.
Todd Kaplan
Sure, yeah. Well, I mean, at the end of the day, people buy brands, they don't buy companies, right? And so it's that connection. And the idea of a brand is where you have this deeper emotional connection with the consumer on different levels, you know, beyond kind of just the product experience itself. And, you know, we have the gift here at Kraft Heinz of this wonderful portfolio of 70 brands here in North America, we have over 94% household penetration of our brand. So that means if I were to go into your kitchen and open your pantries and your refrigerator, I'm sure we'd already see, you know, four or five of our brands already in there and you know, with, you know, with all of those. So we have great, great reach. And a lot of these brands have been around for 100 or 150 years that are made from these American founders from ages ago, which is wonderful. What we're in the process of doing right now is modernizing them all and contemporizing them to better connect with today's consumer needs, whether it's through innovation, through how we show up in our marketing, through how we do our brand building, you know, throughout each of the different unique brand campaigns. Now, to get at what you were asking about, well, why would you bring all these brands together if brand building is really done on a unique and an individual level. There are these moments that matter where our portfolio comes together. And the reason why all these brands run under one roof is actually there's a lot of synergies. A lot of times where they do come together. I don't know if you know, but people put up ketchup and mustard on a hot dog and people, you know, like these, these products together a lot of times. And so during these key moments that matter throughout the year, whether it's, you know, super bowl, summer grilling, you know, Thanksgiving, you know, you go to. You go to these beats where different parts of our portfolio come together. There's a really interesting opportunity to bring our brands together for our retailers to simplify as you get extra display and you build retail programming all the way for our consumers who are looking to stock up for a moment. Hey, I gotta go stock up for a barbecue. People are coming over and simplify those things where you can bundle and connect the dots and create really this ecosystem of value for the consumer, the customer and our company altogether.
Ann Berry
Can you talk about your experience, Todd? Of course. Here at Kraft Heinz and in your prior life here at Pepsi. So you've been inside these big companies with multiple brands for a long time and you've had great success doing. There has been this shift in the consumer craft, Heinz, you've talked about it in your earnings calls. Others have in their own businesses. Consumer trends have shifted, whether it's the healthier consumer or the younger consumer. There hasn't been. Let me ask you, has it been an erosion of brand loyalty? Because we've seen these younger challenger brands come in.
Todd Kaplan
Yeah, I don't think it's an erosion of brand loyalty or there's a trend in that. It's more your brand is either good in connecting with consumers or it's not right brands. You know, our CEO Steve has a great saying about brands where he basically talks about, a brand is a promise, a great brand is a promise kept. And at the end of the day, brands don't build themselves. Right. The concept is you have to feed them, you have to constantly talk to consumers about them. You know, I have this concept about brand building is like pointillism, you know, art with all the little dots. And so every interaction you have with a brand, whether it's through an ad, whether it's through seeing it in grocery store, whether it's your friend talked about it on the soccer field, a little dot is going in your brain about that brand. And over time, those dots cluster together to form A perception of the brand that really decides. And as you need to continue to keep putting those dots in over time to kind of build and deepen the roots of that brand, of the connection you have to your consumers. And so that's. I think, at the end of the day, what's tricky today as a marketer and as a big consumer packaged goods company is the rules of brand building keep changing. The media is changing, the consumers change. But that's also what's very exciting about it and why I love this. You know, this is what we. We want to do here as a brand builder and a marketer, and it's exciting. And the brands that win are the ones that understand how to do that well.
Ann Berry
Talk about how you're doing that well, Todd, because you've been through the cycles, right? It used to be print, then it was, you know, in television. And it's changed. So what from your seat. And, you know, bluntly, we talk about the money here. With your enormous marketing budget, you've got the ability to test and try every form of sort of marketing technology or marketing platform out there. Which ones have really got. Got your attention? Which ones are piquing your interest the most?
Todd Kaplan
Yeah. At the end of the day, you want to be where consumers are and relevant to where they are and how they're consuming media and how they're consuming your brands at the end of the day. And so the. Gone are the days of the. The Don Draper where you just, you know, you brief and you have your TV ad only, and you do it very traditional. Of course, all the different mediums, you need to look at all the different elements of the marketing mix, how you're doing it. And you need to say whether you're building something from TikTok up or from, you know, live sports down and all the different connection points in between, but a lot of different ways. We try to really modernize a lot of our brands by showing up organically in culture, creating content ourself. You know, perfect example is Oscar Mayer. I'll give you an example. We have this classic, storied brand, and you just pointed out the Wienermobile on my shelf behind me, the little, you know, which is our hot dog on wheels. The real ones are much bigger, I will tell you. Right. But we have this wonderful asset called the Wienermobile, which started right after the Great Depression as a way to kind of give out these weenie whistles and connect with consumers about Oscar Mayer, this iconic hot dog brand. Well, today, you know, back to the summer, you know, Memorial Day is one of the biggest grilling occasions of the year, one of the biggest salient occasions for hot dog purchasing and consumption. And so we want to be top of mind. And we also, that weekend happens to be the Indy 500, which is one of the biggest races here in North America. And so we went to the track and we partnered with them and we created our own event called the Weenie 500 where we actually raced six Wiener mobiles around the Indy 500 track. 80,000 fans came. It was live on Fox. This thing was a massive thing. And we ended up ultimately selling many more hot dogs and driving more awareness and connection points by creating something that was culturally relevant in that moment in the context of something fans were already deeply engaged in, rather than just buying some ads and dropping them on, you know, a program, for example. And so that's just one of many examples, like what we did at the NFL draft with Hines and we just partnered with the NFL and things like that. There's a number of examples I could get into with you here, but the real concept is how to modernize these iconic storied brands in new and interesting ways. Really using the full media landscape as our canvas to really paint on.
Ann Berry
It's interesting because you just picked two examples. They just cited two that really leaned into experiential and experience based activations. Yes, a lot of eyeballs on them, but leaning into sports, leaning into racing. The flip, the flip of that is digital. You launched Tastemaker last year. So this is the AI side of what you're doing. Describe that for us to talk to us about Tastemaker.
Todd Kaplan
Yeah, so Tastemaker and just AI in general. And you said the buzzword. So I got to go there and just say AI is obviously going to be changing everything. I think for a lot of brands in terms of how we think about connecting with consumers and whatnot, but also the technology that we'll have available to us to actually build campaigns and creative. And so as you think about the idea of the media landscape now on digital, where you can really sharply meet a person who has a specific demographic, who has a specific needs, specific purchasing pattern, like you can really sharpen on that one to one level, given how you can target on digital, the rub has always been you can't make 10,000 versions of creative. You know, going back to your creative agency and saying, well, I have to physically produce this, this, this, this. As you partner with AI as a tool and you think about versioning and figuring out how to do this idea of personalization at scale is something that we're building towards, we've in the very early days with this thing called Tastemaker, which is our own in house. How we're building and working on images and creative development where you can start to eventually version and swap out what's on the hot dog, what's the background behind it, how can you start to build a creative tool with it? So we're seeing AI impact on the creative development side of how we market and how we can better tailor. And then on the other end, I think it's going to be very important for brands of the future. As you think of where LLMs get all their data and these, these agents are looking for. Someone goes to an AI, you know, goes to their AI bot and asks them, hey what, what would I like to, you know, I'd like a family dinner recommendation for a family of four under $20 that's high in protein, what should I buy?
Ann Berry
Yeah.
Todd Kaplan
And like that is not something anybody would have ever googled in that full of a context. They would ask a specific question. And so how you show up, how you understand how this game gets more played with AI, how your brands are relative and on organic social media is going to be playing an increased role in a lot of brand building in the future. The role of influencers, the role of a lot of these other mediums that are probably your less traditional, you know, create a campaign and just kind of top down. And so you need a bit of both and the full mix to really be brands that are resonant and relevant today.
Ann Berry
You know, you just described something. I was, I was moderating a big retail conference in Mexico City a couple of weeks ago and two things jumped out at me, Todd, that this conversation with brought to life. And I just want to reiterate them so that others can benefit from it. The punchline was, I think it was, it was a presentation by a consulting firm that said when you put the same prompt into two of the LLMs over tens of thousands of identical prompts, only returns the same answer like one in five times. Right. So you've got to play it all to them. And someone else, a big CEO there said one day retail companies and consumer businesses are going to compete for AI agents the way we currently compete for customers.
Todd Kaplan
Yeah, I mean right now it's wild right now out there. It's almost when Google was coming out and keywords were a new thing and everyone's trying to figure out how to understand what people are searching for. It's still very early days and how it's all working. And I know even each of the different AI companies are looking at different ways on how they monetize and what they want to do to be pure but also not be. So there's, there's a lot going on there. But I think at the end of the day we have to acknowledge this is how consumers are searching. This is how people are. This is the new normal. No different than on social is how a lot of people, you know, get their news on social. Now a lot of people just search on social and their platforms and learn from their network as a so understanding this kind of context and by cohorts how all that's changing, we need to make sure our brands are there, but they're there in relevant ways, organic and endemic to those platforms with the right information to reach them.
Ann Berry
Let's take a break and when we come back, more of my conversation with Todd Kaplan.
Todd Kaplan
So good, so good, so good.
Ann Berry
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Todd Kaplan
Yeah, I think the great news is again, we play in consumer packaged goods and the Price points. And the accessibility of our portfolio is quite accessible, I'd say, to today's consumer. That being said, today's consumer is more pressed than ever, as you pointed out. And there's a lot of pressures in the economy. You look at tariffs and snap and all the things that are going on at the moment. There's quite a bit going on. We need to make sure that, that we're providing the right value is really the name of the game. And value is an interesting word. Value isn't just price points. It's you're getting more for what you are paying. Right. And so it's actually the qualitative of, well, is this product worth paying for? You think back to the idea of a brand. The concept of brand building is I typically will pay more for a brand. I will be more loyal to a brand that will buy. You know, think of the brands you buy in your own life, that you buy them more frequently and all of that. And so as the needs of today's consumers are changing, things like protein is a great example. We just came out with something called Power Mac, which is Kraft Mac and Cheese that has protein and fiber and is a wonderful product. We just came out with Capri Sun Hydrate, which is new and athletic, you know, high electrolyte product for kids, for kids sports. Right. As we just removed all of the dyes, artificial dyes from Kool Aid and Jello, like we're going evolving our portfolio along with today's consumer needs to better meet them, but also making sure we maintain accessible prices, pricing and that we're making sure we're showing up in the right ways because one of the big, you know, we're big consumer staples that we need to make sure that we're accessible to today's consumer, especially given how, how hard it's been out there.
Ann Berry
Well, speaking of how hard it's been out there, and I'm going to ask a slightly cheeky question, but you've got great energy, so I know you can handle it, Todd. So brace yourself.
Todd Kaplan
Okay.
Ann Berry
Okay, here's. Here's what I found interesting and clever about the Kraft Heinz United Tastes of America campaign. Other than the. And other than the puniness of it, excellent of tastes for states. If you'd gone back to January of this year, it wasn't obvious that there was going to be a portfolio campaign about craft across Kraft Heinz because it wasn't obvious that Kraft Heinz was going to stick together as one big company. Right. In fact, we started this year with a lot of discussion about the company, like other food and beverage businesses, actually splitting up. And the rationale, your CEO came out and said, no, we're going to lean in, we're going to stick to stick as one company and we've got a plan to execute on that. A word that you used at the beginning of this conversation, Todd, was synergy. Synergy across having 70 brands. And that's the kind of thing that's the rationale for staying as a conglomerate. What is the actual synergy across 70 brands from a day to day perspective when it comes to, for example, your function, the marketing function, bring that to life for us because investors really want to dig into the rationale and the logic for this sticking together.
Todd Kaplan
Yeah. And at the end of the day, listen, we're, we're growing this business by contemporizing our brands just with the right level of investment to win and share performance, volume value. Right. And that's this $600 million investment in the business that we've talked about, you know, and we're looking for the things to replicate across the company that are working in certain pockets of company to accelerate growth in other areas. And at the end of the day, when you think of where synergy from a marketer standpoint, obviously as we look to buy media in the marketplace and we can buy at scale, we just did a partnership with the NFL that I mentioned to you that we just signed the NFL in an agreement. It's across more than 20 of our brands. Right. And so it's not just for one brand going in, it's how do we bring all these things together as we approach food service and we partner with customers, you know, we're not just bringing, you know, ketchup only, we're bringing a variety of different things. And so there's a lot of elements as you think of a number of, of these businesses where you can, we can achieve scale as a concept, you know, quite well, especially from a marketing standpoint.
Ann Berry
And do you just to go back to TasteStemaker and that AI platform, how much relevance do you see, Todd, in the insights that you gain from one brand and how you reach or personalize the consumer there? How much learnings do you get from that that you can apply to others?
Todd Kaplan
Yeah, I think at the end of the day, you know, well, there's a couple of things there. I think there's tastemaker, which is on the creative development side we could talk a little bit more about as well. But I'd say from an insight standpoint and even just social listening. Right. You know, today it's really important. You know, Insights, I think is one of the most important functions within a company because you want to be consumer led in everything you do throughout every function and all of that. And so at the end of the day, Insights isn't just doing a study saying how many people I want to purchase this and how did this ad test and all that. It's the real time understanding the pulse and heartbeat of consumers. And so as we're listening and learning and seeing how our brands are used and showing up, we look for a lot of those trends organically. You know, on TikTok, for example, right now, there's people using Jello. Again, it's not about making Jello molds. It's people use it to flavor and mix in with other things and create these hacks on different products. Right. And how you lean into that then as a behavior as you take those breaks forward. So there's a lot of, I think, scaled approaches where just how you learn and keep your finger on the pulse on today's consumer, how you organically will show up and try things that are kind of low stakes too. It doesn't always have to be a big super bowl ad level of, you know, production and crazy, you know, thing and just making sure, like I said, our brands have a, have a visible and very loud heartbeat with today's consumers in a relevant way. Making sure everything from the product experience to the brand and its visual identity and all those core elements to how it shows up and talks and acts in the world is just continuing to stay relevant to today's consumers. What it's all about and to your
Ann Berry
point about the product experience, just. I'd love to get your perspective as, as a longtime practitioner here, Todd, as you said, Kraft Heinz has announced a $600 million investment across three functions called out here. Marketing, sales and research and development, as well as product superiority and select pricing. That's a quote from your team. Can you just give us a quick glimpse into how marketing and R and D work together and how your insights into the consumer can inform product development?
Todd Kaplan
Absolutely. And it all needs to be very closely connected. At the end of the day, if we're not developing a product for the consumer, then what are we doing right at the end of the day? Innovation is really all about solving and anticipating product, anticipating consumer needs and finding ways to meet those needs in new ways through our products. And so we partner very deeply with our RD organization, Innovation. Right now, I know I talked about some of the things that we're coming out with Currently, from Power Mac to Capri Hydrate to Jell O simply, there's a number of things that we could share with you that we're doing now. But innovation is going to become an increasingly important focus for us as we look at this portfolio. And I know I started this conversation talking about how a lot of these brands have been around for 100, 150 years, which is a wonderful thing. We also need to make sure that they'll be around for the next 150. Right. And that means making sure the product experience the, the needs that they have is if it's things like protein and fiber all the way to the packaging formats, all the way to the overall experience that we have modernizing them. I don't know if you saw this thing we did in our, our food service called the Dipper, which is literally revolutionizing the fry box. I have one here. You can see where we created a little thing where you can put the ketchup actually into your fry box and actually dip within it, right?
Ann Berry
It's a flap. It's a flap that opens up, it's
Todd Kaplan
a little flat front of the fry box.
Ann Berry
I think that's genius. I love that.
Todd Kaplan
But it's like, but like sometimes it's just the simplest thing. If you even go back to the upside down ketchup bottle, which is the norm now that you and I have in our refrigerators, right? That's all based on a consumer insight and need that there used to be that someone having to shake it and it would settle in the last kind of stuff. And so, and guess what? People will use more ketchup because of it. So there are little things sometimes understanding those consumer truths and insights that can be the real inspiration to drive innovation. Figure out what are the needs you're trying to solve for the future.
Ann Berry
And you know, folks often have this preconception, Todd, that in the role that you have and with all the resources you have available to you, your role is vast majority sort of creative focus. But demystify this for us. Talk to us about frankly, the pressure that you are under that lots of CMOs are under to prove out return on investment, to prove our roi with numbers, of course.
Todd Kaplan
And it's not, you know, a lot of people like to say marketing is some fluffy, touchy feeling. It, it's, it's really about driving growth. At the end of the day, that is literally the gig. And so when you think about it, it's how do you leverage all of these things as you think about brand strategy and understanding the consumer and where and how you're going to be building these things, how you want to communicate, which is the part the creative, the media, all of those elements we've been talking about. And then there's a whole arm around commercial execution, you know, partnering with Walmart and Target and Kroger and all of our retail customers, making sure our price pack architecture, making sure all the right things are singing together and how you connect these things to ultimately build your business and grow in the right way with the right cohorts so that you can continue to evolve your brands, connect them with the right way with consumers over time and in the short term drive, you know, both top line and bottom line growth as we need to do so.
Ann Berry
Last question for you, Todd. It's coming up. We've got July 4th coming up. America to 50, you're busy busy with Kraft Heinz's United Taste of Americ. Are we going to find Todd Kaplan on July 4th? Where are you going to be?
Todd Kaplan
I'll be, you know, I probably should ask my wife. Honestly she probably has more of that. But I, but no, at the end of the day we'll probably be cooking out with some friends and family and like a lot of people and enjoying a lot of our products. I know for sure at the barbecue. I'm a bit of a hack at the grill, but I enjoy it. I do love just you know, get dude having everyone over and, and doing it just like a lot of us. But we also are going to have our brands, by the way, are going to be present at with the America 250, they're having these America's Block Party, these events on July 3rd and 4th in New York and L. A and even at Fort Campbell Military Base, you know, and it's a big deal to really celebrate and I think it'll just be it'll be a real special one this year. I think it's going to be a lot of fun and just, you know, bringing everyone together and 250 years, it's going to be great.
Ann Berry
Well, it's also a big year for Kraft Heinz as a company. A lot going on and a lot of that being driven through marketing and consumer insights. So Todd Kaplan, thank you very much for joining. Happy 4th and come back later in the year. We'd love to hear how it's going. Well, huge thanks to Todd Kaplan for joining us. That's it for today's Brew Markets Daily.
John Curto
Brew Markets Daily is hosted by Anne Barry and produced by John Curto. Tarkab delatif Omni La Roya and Emily Millarn. Our Technical Director is Uchena Wagu, Brittany Dotako is our audio engineer booking by A.B. silver and the President of Morning Brew, Inc. Is Devin Emery. If you have any feedback or a company you'd like us to COVID leave a comment or send an email to bluemarketshoworningbrew.com well, have a brilliant weekend and
Ann Berry
we'll see you back here on Monday, same time, same place. Your next chapter in healthcare starts at Carrington College's School of Nursing in Portland. Join us for our open house on Tuesday, January 13th from 4 to 7pm you'll tour our campus, see live demos, meet instructors, and learn about our Associate Degree in Nursing program that prepares you to become a registered nurse. Take the first step toward your nursing career. Save your spot now at Carrington. Edu Events. For information on program outcomes, visit carrington. Edu Sci.
Podcast: Brew Markets
Host: Ann Berry
Guest: Todd Kaplan, CMO of Kraft Heinz North America
Air Date: June 12, 2026
This episode, hosted by Ann Berry, dives into Kraft Heinz's ambitious new marketing push—the "United Tastes of America" campaign—timed with the U.S. 250th Independence Day. Ann speaks with Todd Kaplan, Kraft Heinz's CMO, about brand strategy, consumer trends, the role of AI in marketing, and how conglomerate synergy is driving innovation in the face of changing tastes and economic pressures.
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Tone & Style:
Upbeat, practical, and transparent—with Ann Berry’s probing, informed questioning, and Todd Kaplan’s mix of enthusiasm, insider wisdom, and candid corporate insight.
This summary covers all the main themes and highlights from the episode, providing a useful overview for listeners and non-listeners alike.