Global food and beverage company Kraft Heinz has been recognized with two awards in the 2024 Just Food Excellence Awards, in the Marketing and Investments categories, for its innovative marketing strategies and strategic investments, highlighting its industry leadership.
The Just Food Excellence Awards celebrate the greatest achievements and innovations in the food industry. Powered by GlobalData’s business intelligence, the Awards recognize the people and companies that are driving change in the industry.
Kraft Heinz won the Marketing award for its innovative and engaging campaigns, such as the Heinz Pasta Sauce campaign and its collaboration with Absolut Vodka, which successfully captured the attention of younger audiences and drove significant media impressions. The company received the Investments award for its strategic commitment to enhancing supply chain efficiencies through a $400 million investment in a state-of-the-art automated distribution center, which supports its broader ESG ambitions and operational sustainability.
Creative campaigns and brand collaborations propel growth
Kraft Heinz’s marketing prowess is exemplified by its ability to create engaging and unconventional campaigns that resonate with consumers. The company’s recent Heinz Pasta Sauce campaign, which celebrates unconventional fan love, is a testament to its creative marketing approach. This campaign, developed in partnership with VML Spain, features humorous and rebellious narratives that challenge traditional family stereotypes. By showcasing stories such as a nun willing to ‘sin’ for pasta or a bride choosing Heinz Pasta Sauce over a traditional white dress, the campaign highlights the irrational love fans have for Heinz products. These narratives are not only entertaining but are based on true stories from real-life fans, adding authenticity and relatability to the campaign.
By collaborating with Absolut Vodka for a limited-edition pasta sauce, Kraft Heinz successfully tapped into the power of brand partnerships to engage younger audiences and generate significant media impressions. This collaboration exemplifies the “halo effect,” where the positive attributes of one brand enhance the perception of another. The Heinz x Absolut campaign drove more than 500 million media impressions across 30 countries, with 7.1 million organic impressions on TikTok alone. This partnership not only drove a 52% sales uplift, but also positioned Heinz as the top brand in market share during the campaign period.
The campaign’s humorous storytelling and real-life narratives resonated with consumers, driving its success. By leveraging real-life culinary confessions and unconventional narratives, Kraft Heinz has managed to disrupt the category and drive incremental growth. The campaign’s reach extended across multiple platforms, including social media, where it garnered over 500 million media impressions globally. This innovative approach to marketing has earned Kraft Heinz recognition for its creative effectiveness, as evidenced by its accolades at the WARC awards and the Effie UK Awards.
Strategic Investments in supply chain innovation
Kraft Heinz’s commitment to innovation extends beyond marketing, as demonstrated by its substantial investments in supply chain infrastructure. The company’s decision to invest over $400 million in building one of the largest automated CPG distribution centers in North America underscores its dedication to enhancing supply chain efficiencies and reducing environmental impact. Located in DeKalb, Illinois, this state-of-the-art facility is designed to drive greater supply chain efficiencies and support Kraft Heinz’s broader ESG ambitions.
The DeKalb distribution center features cutting-edge automation technology and national railway access, enabling Kraft Heinz to distribute its products more efficiently to retail and foodservice customers. The facility includes a 24/7 automated storage and retrieval system, which is expected to handle more than 60% of Kraft Heinz’s dry goods in North America. This investment aligns with Kraft Heinz’s broader strategy to enhance logistics operations, increasing agility and reducing its operational environmental footprint. The facility is also expected to contribute to Kraft Heinz’s ESG goals by implementing sustainable technology and solutions to minimize waste and environmental impact.
By partnering with industry leaders such as Trammell Crow Company and Daifuku, Kraft Heinz is poised to achieve significant improvements in its supply chain capabilities, further solidifying its position as a leader in the food industry. The project is expected to bring over 150 jobs to the region, contributing to the local economy and reinforcing Kraft Heinz’s commitment to community development. This strategic investment not only enhances operational efficiency, but also aligns with the company’s long-term vision of sustainability and innovation in logistics.
Company Profile
Kraft Heinz is a leading global food and beverage company, dedicated to crafting products that spark joy, bring people together, and create memorable moments worldwide. At the heart of Kraft Heinz’s mission is a commitment to consumers, ensuring that their needs and desires are central to every decision made. This consumer-centric approach is reflected in the company’s Purpose, Vision, Values, and Leadership Principles, which serve as a guiding compass for the organization. With a portfolio of world-class iconic brands, Kraft Heinz is committed to delivering high-quality, delicious products that consumers know, love, and trust. The company is driven by a passion for feeding the world deliciously, while also fostering a strong sense of community and environmental stewardship.
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