“Act Not Ad” is the global marketing manifesto for The Kraft Heinz Co.

The mandate, explained Magen Hanrahan, Kraft Heinz’s vp/marketing and media services, “helps people make progress in their lives by building food brands that are timely in culture.”

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Magen Hanrahan, vp/marketing and media services, Kraft Heinz

As such, she continued, it’s grounded in a place where food brands and culture intersect, and “where we believe we can actually offer value to consumers both from a product perspective as well as in content and messaging.”

Mcgarrybowen, the agency for Kraft Heinz’s Oscar Mayer hot dogs and bacon, Kool-Aid drink mix, and Planters nuts, has its own spin on the concept.

According to Shawna Ross, mcgarrybowen’s executive director/planning, “It’s ushering in a new era of what we’re calling actvertising.’”