Episode 206: It’s almost the Fourth of July! Ann welcomes Todd Kaplan, Chief Marketing Officer of North America at Kraft Heinz, to the show. They discuss how the company is celebrating America 250 with its first-ever portfolio-wide campaign: &#x27;The United Tastes of America,&#x27; which brings together its household brands, from Heinz Ketchup to Oscar Mayer. They also discuss Kraft Heinz’s decision to stay as one company - doubling down on its one-portfolio strategy by investing $600 million across marketing and R&amp;D. Plus, Todd shares his perspective on the U.S. consumer, how the company is using AI to build campaigns and how Kraft Heinz keeps its brands relevant as consumer tastes and habits evolve. Visit: Aflac.com/BrewMarkets Source: 2025-2026 Aflac Workforces Report&quot; www.brewmarkets.com Subscribe to the Brew Markets newsletter: https://www.morningbrew.com/brew-mark... Follow Brew Markets on social: Instagram: instagram.com/brewmarkets TikTok: tiktok.com/@brewmarkets X: x.com/brewmarkets Follow Ann Berry on social: Instagram: instagram.com/annberry_nyc X: x.com/AnnBerry_NYC Listen to Brew Markets Here: swap.fm/l/9Qk4z73Z2nEwFiCB4qee Watch Brew Markets Here:⁠ https://www.youtube.com/@BrewMarkets The content shared on this podcast is for informational and entertainment purposes only and should not be considered financial, legal, or investment advice. Brew Markets, Morning Brew and their hosts are not licensed financial advisors. Listeners should conduct their own research and consult with qualified professionals before making any financial decisions or investments. The views expressed are those of the hosts and guests and do not necessarily reflect the views of Morning Brew or its affiliates. This podcast may include paid endorsements or sponsorships Learn more about your ad choices. Visit megaphone.fm/adchoices

Ketchup, Cookouts & Kraft Heinz's Biggest Campaign Ever

Brew Markets

# Full Transcript

**Podcast:** Brew Markets

## Participants

- **Ann Berry** (Morning Brew)
- **Todd Kaplan** (Kraft Heinz)

## Transcript

Many employees can't afford a hefty medical bill that pops up out of the blue, but it happens. And employees who are financially stressed are, understandably, more likely to be distracted at work, costing their employers greatly and lost productivity. Luckily, Aflac plans help with out-of-pocket expenses not covered by health insurance and can be offered at no direct cost to businesses. Learn more at aflac.com slash brewmarkets. That's aflac.com slash brewmarkets.

For Friday, June 12th, it's Brew Markets Daily and I'm Ann Berry. The 4th of July, coming up in just a few weeks when the United States will celebrate its 250th birthday and one of America's biggest food companies is looking to ring in the moment. That's Kraft Heinz, launching what it calls the largest marketing campaign in its history, uniting many of its biggest brands from Heinz and Oscar Mayer to Kraft Singles and JetPuffed under a single banner called the United Tastes of America.

Tastes, of course, a clever anagram for states. Well, the corporate strategy lands at an interesting moment because just a few months ago, Kraft Heinz appeared to be heading towards a breakup to join the wave of food conglomerates splitting itself into smaller parts. Instead, the company doubled down on its one company, one portfolio structure and announced a $600 million investment program into marketing, sales and R&D to reignite growth. Well, to talk about that bet, I invited onto

the show Todd Kaplan, Chief Marketing Officer of Kraft Heinz North America. I wanted to get his perspective on the US consumer, how Kraft Heinz uses AI to build campaigns and the 70 plus brands in the Kraft Heinz portfolio, what they're up to to stay relevant in the face of evolving consumer tastes and habits. It's the perfect conversation for a summer Friday coming up in just a moment. But first, this episode is brought to you by Aflac. John, you seem a little stressed.

I'm not stressed, but I was thinking about stress. I heard that financial stress can make workers more likely to get distracted while on the job. That can happen when you're stuck with a thousand dollar out of pocket medical expense. And it's not just bad for employees. That misfocus can cost employers a lot of money annually and lost productivity. One fix that could help is to offer Aflac. They aim to pay claims fast, accurately and fairly to help with expenses not covered by health insurance. Is that the best part? Almost. Their plans come at no direct cost

to your business. And when payroll deductions are withheld pre-tax, it could provide potential tax savings. That might be why, according to an Aflac Workforce's report, a majority of businesses that offer Aflac say they're likely to continue. Find out more at aflac.com slash brewmarkets. And now my conversation with Todd Kaplan, Chief Marketing Officer of Kraf...

Ketchup, Cookouts & Kraft Heinz's Biggest Campaign Ever

Transcript

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Ketchup, Cookouts & Kraft Heinz's Biggest Campaign Ever

Transcript

Built for investment professionals

Every day you wait, your competitors are findingedge in conversations you're not hearing.

Every day you wait, your competitors are finding
edge in conversations you're not hearing.