kraft heinz
Kraft Heinz's CMO on marketing Western sauces to a Chinese audience
China CMO Allen Cai expands on the importance of targeting younger consumers, innovating a global product in a local market, and the tricky balance between flavour and health.
Kraft Heinz Asia CMO: Consider business objectives before investing in new metrics
Marketers should consider which metrics serve to increase sales, market share or penetration, and which are simply "old wine in a new bottle", says Dhiren Amin.
As business improves, Kraft Heinz boosts marketing focus
As the company returns to operating profit, it is focusing on expanding the capabilities of 12 in-house agencies serving 30 locations worldwide to improve the quality and efficiency of its marketing activities.
Kraft Heinz rolls out first, foodie-focused brand campaign on TikTok's Jump
The campaign enables consumers to save a full recipe in a click, and to shop branded ingredient lists in Samsung's Whisk food app.
Asia-Pacific Power List 2021: Dhiren Amin, Kraft Heinz
The FMCG marketer has captured growth in the competitive soy sauce category in China and continues to tackle gender inequality in his purpose-driven work and industry contributions.
Kraft Heinz picks BBH in China
Appointment covers Master Soy Sauce, Heinz Western Sauces and Heinz Infant Nutrition.
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