Kraft Heinz Is Reducing Its Agencies by Half

The company also plans to increase its media budget by 30% with a focus on its most popular brands

Baby Nut cut in two
The company that gave us Baby Nut plans to consolidate its creative and design agencies from 36 to 19. Photo Illustration: Dianna McDougall; Sources: Planters, Getty Images

In hopes of turning business around, this year Kraft Heinz plans to cut the number of agencies it works with in half, while boosting its consumer-facing marketing efforts by 30%, CEO Miguel Patricio told analysts in a recent earnings call.

@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.