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Kraft Heinz pours nearly $100M more into marketing to drive turnaround

Kraft Heinz is heaping another $100 million on its turnaround plan, with most of that investment concentrated on marketing, the company said in prepared remarks for its Q2 earnings. Marketing will now represent at least 6% of net sales in 2026, up half a percentage-point. The move follows the packaged foods giant stating it “overdelivered” on expectations in the first half, when it began deploying $600 million of incremental spend into areas including product superiority, pricing, marketing, sales and research and development. 

The marketer of Philadelphia Cream Cheese, Jell-O and Ore-Ida has been directing its dollars toward a smaller number of heavier-hitting media partners as part of the turnaround. That approach recently manifested in major sponsorships, including a five-year pact with the NFL and work around America250 celebrations, as well as a strategic partnership with The Walt Disney Company that encompasses the House of Mouse’s media outlets, cruise lines, parks and events.

Kraft Heinz pours nearly $100M more into marketing to drive turnaround | Marketing Dive

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