Todd Kaplan, CMO, Kraft Heinz
In his first full yr main advertising for Kraft Heinz’s 200-strong portfolio of manufacturers, Todd Kaplan has pushed the legacy CPG beyond its comfort zone with culturally related advertising.
First got here Heinz’s collaboration with producer Mustard (full with a 30-second spot throughout the Grammy Awards and social extensions tied to an IRL, limited-edition mustard product). Heinz also worked with Rethink on its fun “Looks Familiar” ads, which highlighted the uncanny resemblance between the sauce maker’s iconic brand and fry bins utilized by eating places all over the world.
In 2026, the $29 billion firm will split into two public entities: International Style Elevation, which is able to home sauces and spreads, and North American Grocery Co., encompassing cabinet staples like Oscar Mayer and Lunchables.
Put up-split, Kaplan’s future title and portfolio stay unannounced. Nevertheless, this yr he’ll be tasked with defining how Kraft Heinz’s new advertising playbook interprets throughout the 2 new firms earlier than the reorganization is full.
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