NEW YORK — Staying connected with consumers and maintaining brand relevance requires constant effort. Todd Kaplan, the CMO at Kraft Heinz, is responsible for managing 70 brands. Speaking at Advertising Week New York, Kaplan discussed the challenges marketers face in balancing the need to capitalize on pop culture trends for relevance while staying true to established brand perceptions.
Despite the fast-paced nature of the industry, Kaplan emphasized the importance of focusing on long-term brand building strategies, even for initiatives with minimal paid media investment. He advised against jumping on every viral opportunity, noting that each brand activation contributes to shaping consumers’ perceptions over time.
“Brand building is like pointillism … Each time you activate your brand, you’re creating a dot in someone’s mind,” explained Kaplan, highlighting the cumulative effect of these dots in forming a comprehensive brand perception. Marketers who understand these perceptions can confidently navigate different cultural contexts, while those who don’t risk creating noise.
“Having a consistent brand architecture allows you to tell various stories that all align with the core brand idea,” Kaplan added.
Rapid response strategy
For years, Kaplan has championed the power of earned media and organic social media as essential marketing tactics for modernizing CPG brands like Kraft Heinz. During the Advertising Week discussion, he underscored the success achieved with minimal traditional media spend.
Kaplan shared various initiatives undertaken by his team since joining Kraft Heinz, such as collaborations with influencers like Mustard, leveraging brand heritage like Ore-Ida’s connection to a college basketball player, and responding to market trends like high egg prices with innovative product launches.
Each activation was driven by quick responses to trending topics, supported by consumer insights or brand history. Kaplan stressed the importance of authenticity and relevance in brand activations to avoid adding to the noise in the market.
Not every marketing stunt needs to be fully developed from the start. Kaplan cited examples like Heinz’s collaboration with Mustard, which evolved from content to a retail product, and Oscar Meyer’s Wienie 500 event, which could expand with additional marketing elements in the future.
“Sometimes you need to test concepts, iterate, and gradually build up to the next level,” Kaplan explained.
The impact of legacy on marketing
One advantage Kaplan enjoys at Kraft Heinz is the legacy of the company’s century-old products, which carry iconic status in their respective categories. While nostalgia can evoke emotional responses in consumers, it can also hinder efforts to attract younger, health-conscious shoppers.
Kraft Heinz has undergone brand refreshes and repositionings to appeal to millennial and Gen Z consumers, but the business continues to face challenges. The recent decision to split into two entities reflects the ongoing efforts to adapt to changing consumer preferences.
Kaplan acknowledged the complexities of marketing legacy brands, noting that while legacy signifies a brand’s history and achievements, it can also pose challenges in staying relevant in a rapidly evolving market.
The discussion concluded with Kaplan touching on the role of artificial intelligence in marketing. Kraft Heinz is exploring the use of AI tools like Tastemaker for ideation and efficiency, positioning technology as a complement to overall marketing strategies.
“AI should enhance a brand’s strategy rather than dictate it,” Kaplan emphasized.