Kraft-Heinz Says In-House Agency Is Making Its Ad Spend ‘Work Harder’

International chief growth officer Cristina Kenz gives a behind-the-scenes look at The Kitchen's expansion

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In 2021, Kraft Heinz announced plans to expand The Kitchen, the in-house marketing agency it launched in 2020 to create data-led social campaigns at “the speed of culture.”

Fast forward two years and the internal creative shop has expanded beyond North America into eight markets internationally, including Europe, Australia, China, Brazil and more.

It’s also evolved beyond delivering social snippets. The Kitchen now services a chunk of the group’s 335 brands with a model that combines data, tech and analytics with content creation capabilities.

In the process, it’s helping to drive a culture of creativity and innovation internally, making Kraft Heinz $1 billion marketing spend “work harder.”

According to international chief growth and sustainability officer Cristina Kenz, The Kitchen is now a crucial cog in the ketchup maker’s agency setup, delivering quick creative and personalized campaigns that build on big creative ideas from the likes of Wunderman Thompson Spain and Serviceplan Cologne. 




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