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 (5/114)
|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||2014||present|
|***** *****||******-********||AOR - creative||2004||present|
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Momvertising Media Opps Update: Capri Sun continues ad hike
Subject: TV, digital, online, magazines, social media
Brand: Kraft Heinz Co.
Update (9/14): Recently launched its newest national TV ad, "Respect the Pouch: Balloon Catapult." $1.5 million has been spent on the ad since it first aired on August 27, here), which has primarily been put towards the new organic juice line. However, the new spot is advertising the brand's "Roarin' Waters" juices.
Keep in mind that since January, the brand has spent $14.3 million on national TV (per Pathmatics), which is still only a small portion of its anticipated extra $50 million. With that said, we already know spending is on the rise, but with so much revenue still available, mom- and kid-focused sellers should continue to go after traditional and digital buys.
Below originally published 4/13:
Opportunity: Kraft said part of its $50 million ad spend boost this year (research national launch of Capri Sun’s new line of organic juice drinks targeting kids.
ISpot reports that $3.7 million has gone to national TV ads thus far (see targeting right), about twice what was spent last year. Note that 2016 buys began in January, whereas in 2015 ads didn’t start airing until the end of March.
Therefore, mom- and kid-focused sellers should continue to go after last minute traditional and digital outlays since we’re just entering Q2-Q3, Capri Sun’s core advertising period. Display activity doesn’t typically spike until June-August, based on Moat data, so there still may be dollars available in that channel as well.
Media Spend: Capri Sun spent $27.9 million on measured media last year, down 27% from $38 million in 2014, according to Kantar Media. The drop was mainly due to a decrease in broadcast activity, which fell to 50% of budget from 83% in 2013. The other half of last year’s ad budget mostly went to magazine ads.
Digital Breakdown: Since January, banners, high impact and video ads have appeared on about 450 publishers (1% mobile), 86% of which were placed site direct versus programmatic. Desktop ads are mainly targeting female- and kid-focused lifestyle and entertainment publishers. Top sites include: nick.com, miniclip.com, cartoonnetwork.com, disney.com, funbrain.com, stardoll.com, gamesfreak.net and poki.com.
Thus far, video was only run in January on 38 sites. Top targeted sites were telemundo.com, nick.com, salon.comn cnn.com and poki.com.
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Senior Manager, Digital Marketing