Kraft-Heinz CMO Reveals Strategic Thinking Behind That Free-Grocery Store in D.C.

When a brand does something noble, 'you see sales pick up'

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Even in a town as shockproof as Washington, D.C., the store that opened at 1287 4th St. NE on Jan. 16 was an eyebrow-raiser—not just because it was set to close a mere four days later, but also because everything in it was free of charge.

The store—a grocery—was the contrivance of Kraft-Heinz, and the idea was uniquely suited to the times: Any federal employee going without a paycheck during the partial government shutdown could come in and, after showing a valid ID, take what she or he wanted.

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