Kraft Heinz adapts for the ‘next normal’

This article examines the how the food business Kraft Heinz reacted to the pandemic and what it sees as important long-term trends.

Six months into the COVID-19 pandemic and many marketers will be heartily sick of hearing the term ‘the new normal’ even if they are still receptive to all the prognostications as to what this might involve. The phrase is arguably meaningless anyway. “Markets evolve over time and there’s always a form of normal, whatever point in time you’re thinking about,” pointed out Ashley Anzie, Senior Continuous Insights Manager, International at Kraft Heinz.  

“For us it’s often helpful to think about the ‘next normal’ as opposed to it being a ‘new normal’,” he told a Kantar Talks webinar (September 2020). 

The...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands