The Kraft Heinz Co. and Google recently entered into a multi-year strategic partnership to enhance the company’s full-funnel marketing strategy with Google Ads.
Google Cloud will use data and analytics to offer Kraft Heinz consumers the products, experiences, and news they want.
“Our partnership with Google is a critical element of our ongoing transformation and reflects the deeper focus we’re bringing to understanding and reaching our consumers in the moment,” Sanjiv Gajiwala, chief growth officer for North America-Kraft Heinz, said. “Working with Google, we’re building world-class digital capabilities and proprietary, privacy-centric data systems that will help consumers connect with our iconic Kraft Heinz brands on a whole new level through personalized offers and interactions. At the same time, we also expect to fast-track our innovation agenda by tapping into Google-powered insights around trending food conversations, shopping behaviors, and consumer demands – this is the future of food.”
Kraft Heinz will use Google technologies in several ways, including leveraging the reach and cultural relevance of platforms like YouTube and using Google’s artificial intelligence and machine learning tools to discover what consumers want within a specific category or purchase channel. This will allow the company to shorten time-to-market for new products, flavors, and formulations.