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As business improves, Kraft Heinz boosts marketing focus

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As it shrugs off successive quarters of Covid-induced sluggishness, Kraft Heinz, the maker of Jell-O and Philadelphia Cream Cheese, is beginning to see a turnaround to its operations. At the same time, it is increasing and shifting its marketing investments to regain lost ground. While the firm's net sales shrank marginally (by 0.5%) for the second quarter, it rebounded from a steep loss a year ago to post an operating profit increase of 192%. The company's commentary on marketing stood out in a call with analysts.

"Let me say that, first, we are excited about the changes that we have been making in our marketing programs and capabilities," said Miguel Patricio, CEO of Kraft Heinz. According to him, the firm is upping its marketing focus in three ways ways. First, it is increasing its marketing spend, second it is focusing on improving the efficiency of its........

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