PITTSBURGH, CHICAGO and SUNNYVALE, Calif., Feb.
18, 2022 /PRNewswire/ -- The Kraft Heinz Company (Nasdaq:
KHC) ("Kraft Heinz") and Google today announced a new, multi-year
strategic partnership to strengthen Kraft Heinz's hyper-focus on
understanding its consumers and offering them the products,
experiences, and news they want most. From leveraging data and
analytics technologies provided by Google Cloud, to enhancing the
food giant's full-funnel marketing strategy with Google Ads, this
partnership will scale Kraft Heinz's digital transformation as
consumer behavior increasingly shifts online.
In the last year, Kraft Heinz has made sizable investments in
building in-house digital capabilities. In partnership with leading
tech companies like Google, the packaged foods leader is focused on
building a proprietary tech ecosystem of in-house tools that help
synthesize data across its entire organization, helping Kraft Heinz
deliver personalization at scale and better serve millions of
American consumers.
Today, Kraft Heinz's transformation is at a pivotal moment, and
the company is implementing Agile methodologies and digital
solutions across its entire value chain to accelerate growth.
Through the use of Google technology, Kraft Heinz expects to
significantly strengthen consumer relationships and engagement by
delivering personalized content at scale. The consumer packaged
goods company will also use insights from its new data platform,
named Kraft-O-Matic, to inform future innovation, product
development, and business operations.
Kraft Heinz will use Google technologies in several key ways as
part of its digital transformation:
- New Product Innovation, Development, and
Deployment: By utilizing Google Cloud artificial
intelligence and machine learning tools to drive real-time insights
from data, Kraft Heinz will drive food innovations such as new
flavors, new formulations, and new products, while also shortening
time-to-market by greatly reducing the time it takes to decipher
what consumers are looking for within a specific category or
purchase channel.
- Improved Consumer Relationships and
Engagement: Kraft Heinz will be able to better understand
consumer behavior through insights from its privacy-centric
customer data platform built on Google Cloud. Through insights
driven by Google Cloud products, such as its BigQuery data
warehouse product, Kraft Heinz will be able to use first-party data
to personalize consumer experiences from call centers to in-store
shopping.
- Greater Consumer-Centric Marketing and Media
Effectiveness: By leveraging the reach and cultural relevance
of platforms like YouTube and its creators, Kraft Heinz has changed
the way the company builds relationships with consumers. The
expanded partnership with Google will help Kraft Heinz further
improve its media activations and efficiency in a privacy-centric
way. For example, compared to the same time period the year prior,
Google Ads was able to help Kraft Heinz significantly increase view
rates and reduce CPMs last year. This enabled the company to better
understand the consumer journey from owned through earned and paid
properties, as well as in-store shopping and build more relevant
messages and offers for the right purchase occasions.
"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," said
Sanjiv Gajiwala, Chief Growth
Officer, North America – Kraft
Heinz. "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."
"Personalization at scale is what brands need to convert and
retain consumers. Google Cloud's expertise in artificial
intelligence and machine learning helps brands leverage predictive
analytics and data-driven insights to make better decisions in a
matter of seconds, driving creative and media effectiveness," said
Giusy Buonfantino, Vice President, Consumer Packaged Goods at
Google Solutions. "Building upon its excellent relationship with
Google Ads, Kraft Heinz has chosen to partner with Google Cloud to
accelerate its digital transformation by unlocking new channels of
consumer growth in a privacy-centric way."
About Google
Google's mission is to organize the world's information and make
it universally accessible and useful. Through products and
platforms like Search, Maps, Gmail, Android, Google Play, Chrome
and YouTube, Google plays a meaningful role in the daily lives of
billions of people and has become one of the most widely-known
companies in the world. Google is a subsidiary of Alphabet Inc.
About Google Cloud
Google Cloud accelerates organizations' ability to digitally
transform their business with the best infrastructure, platform,
industry solutions and expertise. We deliver enterprise-grade
solutions that leverage Google's cutting-edge technology – all on
the cleanest cloud in the industry. Customers in more than 200
countries and territories turn to Google Cloud as their trusted
partner to enable growth and solve their most critical business
problems.
About The Kraft Heinz Company
We are driving transformation at The Kraft Heinz Company
(Nasdaq: KHC), inspired by our Purpose, Let's Make Life
Delicious. Consumers are at the center of everything we do.
With 2021 net sales of approximately $26
billion, we are committed to growing our iconic and emerging
food and beverage brands on a global scale. We leverage our scale
and agility to unleash the full power of Kraft Heinz across a
portfolio of six consumer-driven product platforms. As global
citizens, we're dedicated to making a sustainable, ethical impact
while helping feed the world in healthy, responsible ways. Learn
more about our journey by
visiting www.kraftheinzcompany.com or following us on
LinkedIn and Twitter.
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SOURCE Google Inc.; Google Cloud