Kraft Heinz is facing challenges due to years of underinvestment in marketing, resulting in a decline in brand strength and market share. As the company attempts to catch up, it must prioritize strategic investments in brand-building efforts to regain its competitive edge in the food industry.

Todd Kaplan, CMO of Kraft Heinz, emphasizes the importance of integrating culture into marketing strategies to enhance brand relevance and consumer engagement. He highlights successful campaigns that leverage cultural moments, such as collaborations and social media interactions, as well as strategies for fostering creativity and consumer connection. Kaplan advocates for a consumer-obsessed approach to marketing that drives conversations and meets audiences where they are.