Advertising and marketing maven Todd Kaplan, who left PepsiCo final month after a 17-year run on the meals and beverage large, has introduced his new position as CMO of Kraft Heinz North America.
Kaplan will probably be main a $22 billion portfolio of legacy manufacturers together with Heinz, Kraft Mac & Cheese, Oscar Mayer, Velveeta, Philadelphia Cream Cheese, Lunchables, Ore-Ida, Capri Solar, Cool Whip, Maxwell Home and Kool-Help, amongst others, per his LinkedIn submit.
As he works to “shape and redefine the future of food,” Kaplan mentioned he will even oversee Kraft Heinz’s joint ventures with plant-based startup NotCo and European-born condiment maker Simply Spices.
Kraft Heinz has been on “an exciting transformation journey over the past few years, with an unwavering belief that creativity and innovation can truly transform and accelerate their business,” Kaplan mentioned in his submit. His purpose is to “unleash the potential of these incredible brands through elevated creativity, a deeper connection to culture and best-in-class marketing, media and digital capabilities that can fuel the company’s next wave of growth.”
A artistic roll
Kaplan steps into a task final crammed by Diana Frost, who was promoted to international chief progress officer in November.
Kraft Heinz, through a lot of companies, has been on a artistic tear these days within the U.S. and different territories. Heinz, particularly, grabbed consideration for its first international marketing campaign in 150 years and its largest media funding thus far.
Subsequent efforts included a cheeky ketchup insurance coverage coverage, an ode to “The Wait” for the fitting condiment at a meal, and interactive billboards in Chicago that allotted ketchup packets when smacked.
Meantime, a broader marketing campaign known as “Taste Some Play Everyday” promoted Capri Solar, Jello-O and different kid-targeted manufacturers with snack-themed textbooks with snacks embedded inside.
Pepsi shakeup
Kaplan’s departure from PepsiCo got here amid a bigger government shuffle there, with vice chairman of sports activities, leisure and gaming Kalen Thornton and senior vp and CMO of vitality drinks Fabiola Torres additionally shifting on to different company gigs. The corporate employed a European CMO, Paula Marconi, a veteran of Kraft Heinz.
