{"id":129426,"date":"2026-06-02T16:10:42","date_gmt":"2026-06-02T16:10:42","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2026\/06\/02\/from-the-pantry-to-game-day-how-kraft-heinz-keeps-iconic-brands-at-the-center-of-culture\/"},"modified":"2026-06-02T16:11:49","modified_gmt":"2026-06-02T16:11:49","slug":"from-the-pantry-to-game-day-how-kraft-heinz-keeps-iconic-brands-at-the-center-of-culture","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2026\/06\/02\/from-the-pantry-to-game-day-how-kraft-heinz-keeps-iconic-brands-at-the-center-of-culture\/","title":{"rendered":"From the Pantry to Game Day: How Kraft Heinz Keeps Iconic Brands at the Center of Culture"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<br \/><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/static-www.adweek.com\/wp-content\/uploads\/2026\/06\/speed-of-culture-kraft-heinz-Todd-Kaplan.png?w=600&amp;h=315&amp;crop=1\" \/><\/p>\n<div>\n<p>Century-old manufacturers don\u2019t keep related accidentally. They require fixed reinvention\u2014in how they present up culturally, who they companion with, and the way they meet customers wherever consideration lives.\u00a0<\/p>\n<p>For Kraft Heinz, meaning exhibiting up at NFL tailgates and TikTok feeds concurrently, studying generational shifts in actual time, and constructing an inner tradition that thinks extra like a startup than a legacy large.\u00a0<\/p>\n<p>On this episode of The Pace of Tradition podcast, Todd Kaplan, chief advertising and marketing officer at Kraft Heinz North America, joins Matt Britton to speak about retaining <a href=\"https:\/\/www.adweek.com\/category\/cpg-grocery\/\" target=\"_blank\">70 iconic brands<\/a> on the middle of tradition, from the game-day expertise to the algorithm-driven way forward for discovery.<\/p>\n<p>The dialog covers the generational divide in media consumption, Kraft Heinz\u2019s new five-year partnership with the NFL, what it takes to construct an entrepreneurial mindset inside a Fortune 500 firm, and the way AI is enjoying a supporting\u2014not starring\u2014function within the model\u2019s future.<\/p>\n<p>With a profession that spans almost 20 years at PepsiCo\u2014together with working the Tremendous Bowl Halftime Present\u2014Todd is well known as one of the vital influential entrepreneurs within the business, identified for his means to contemporize heritage manufacturers by cultural integration.<\/p>\n<p>At Kraft Heinz, he&#8217;s answerable for driving progress throughout greater than 50 classes by leveraging shopper insights, securing large-scale partnerships like the corporate\u2019s new international cope with the NFL, and constructing an inner tradition of agility and entrepreneurship. His method combines analytical rigor with a challenger mindset that treats a Fortune 500 firm like a platform for innovation.<\/p>\n<p><iframe loading=\"lazy\" data-lazy=\"true\" data-src=\"https:\/\/embed.acast.com\/$\/624751b6fc4a850013681169\/from-the-pantry-to-the-game-day-how-kraft-heinz-keeps-iconic?\" frameborder=\"0\" width=\"100%\" height=\"110px\" allow=\"autoplay\"><\/iframe><\/p>\n<h4 class=\"wp-block-heading\">Key Takeaways:<\/h4>\n<p><strong>[01:23] Reimagining Legacy at Scale<\/strong> \u2014 Todd highlights the distinctive dynamic of managing manufacturers which might be already current in almost each kitchen in North America. He explains how his staff identifies particular progress levers for every product, whether or not meaning repositioning cream cheese as a flexible cooking ingredient or introducing protein-enriched choices to fulfill fashionable wellness tendencies. These efforts be certain that even century-old manufacturers stay important to the every day lives of up to date customers.<\/p>\n<p><strong>[07:59] AI and the Way forward for Discoverability<\/strong> \u2014 The dialog touches on how Kraft Heinz makes use of proprietary in-house instruments to hurry up artistic improvement, versioning, and personalization. Todd frames AI as an effectivity layer\u2014one which frees the advertising and marketing staff to give attention to technique and inventive pondering\u2014moderately than a alternative for human judgment. He additionally notes that manufacturers should stay seen in AI-driven discovery environments, however retains the give attention to agility over automation.<\/p>\n<p><strong>[19:30] Navigating Financial Pressures with a Full Funnel Technique<\/strong> \u2014 Todd addresses the challenges of rising prices and the expansion of personal label manufacturers in periods of financial strain. He advocates for a balanced advertising and marketing method that makes use of decrease funnel ecommerce techniques to drive fast conversion whereas persevering with to spend money on higher funnel model constructing. This technique prevents the model from working out of steam by focusing solely on short-term quarterly beneficial properties.<\/p>\n<p><!--nextpage--><\/p>\n<p><strong>[21:15] The Generational Media Divide<\/strong> \u2014 Todd shares a revealing story a few Lakers recreation recap along with his father and son \u2014 three generations, three fully totally different experiences of the identical occasion. His dad watched the entire recreation; Todd caught the highlights on SportsCenter; his son noticed a few dunks on TikTok. The purpose: the identical info lands very otherwise relying on how folks devour it, and fashionable entrepreneurs must empathize with every vantage level. It\u2019s one of the vital accessible and concrete illustrations of how fragmented media consideration has grow to be.<\/p>\n<p><strong>[23:47] Cultural Relevance By the NFL Partnership<\/strong> \u2014 Todd particulars the reasoning behind the brand new five-year international partnership with the NFL throughout greater than 20 Kraft Heinz manufacturers, describing dwell sports activities as one of many final locations the place manufacturers can attain customers at real scale with excessive engagement. The deal spans broadcast, on-line, in-store, and customized packaging \u2014 and it begins the place Kraft Heinz feels most at residence: the game-day expertise, from tailgates to viewing events.<\/p>\n<p><strong>[29:13] The Entrepreneurial Marketer<\/strong> \u2014\u00a0Reflecting on his profession path, Todd shares his core management philosophy: you make the function, the function doesn\u2019t make you. He pushes again on the tendency to deal with job descriptions as containers to fill, encouraging entrepreneurs to deliver an enterprising, consumer-led view to no matter function they\u2019re in. Essentially the most constant thread throughout each job, he says, is you \u2014 and constructing a broad base of expertise early is what units leaders aside later.<\/p>\n<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.adweek.com\/brand-marketing\/from-the-pantry-to-game-day-how-kraft-heinz-keeps-iconic-brands-at-the-center-of-culture\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Century-old manufacturers don\u2019t keep related accidentally. They require fixed reinvention\u2014in how they present up culturally, who they companion with, and the way they meet customers&#8230;<\/p>\n","protected":false},"author":1,"featured_media":129427,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[2083,1597,4338,4306,2224,2965,12985],"class_list":["post-129426","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe","tag-adweek-podcasts","tag-ai-news","tag-c-suite","tag-cpg-news","tag-food-industry-news","tag-leadership-talent","tag-legacy-brands"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>From the Pantry to Game Day: How Kraft Heinz Keeps Iconic Brands at the Center of Culture - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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