Saturday, May 28, 2022

Kraft Heinz Partnering With Google for Digital Transformation

PITTSBURGH, CHICAGO, and SUNNYVALE, Calif. — Kraft Heinz is working to “accelerate and scale” its digital transformation with Google.

Kraft Heinz and Google entered a multi-year strategic partnership to strengthen Kraft Heinz’s “hyper-focus on understanding its consumers” and offering the products, experiences, and news “they want most,” according to Google last month.

As part of the digital transformation, the consumer packaged goods (CPG) giant intends to use Google technologies in several ways: for new product innovation, development, and deployment; improved consumer relationships and engagement; and more effective marketing and media.

Kraft Heinz is implementing Agile software development methodologies and digital solutions across its entire value chain to “accelerate growth.”

The company is building a proprietary tech ecosystem of in-house tools to synthesize data, deliver personalization at scale, and “better serve” millions of consumers.

The partnership will include Kraft Heinz using data and analytics products from Google Cloud and enhancing its full-funnel marketing strategy with Google Ads.

Kraft Heinz will also use insights from its data platform, Kraft-O-Matic, to “inform” its innovation, product development, and business operations.

In the last year, Kraft Heinz has made “sizable investments” in building its in-house digital capabilities.

“Personalization at scale is what brands need to convert and retain consumers,” said Giusy Buonfantino, VP of consumer packaged goods, Google Cloud.

Google Cloud helps brands use predictive analytics and data-driven insights to “make better decisions in a matter of seconds, driving creative and media effectiveness,” Buonfantino said.

She said the partnership will unlock “new channels of consumer growth in a privacy-centric way.”

Sanjiv Gajiwala, chief growth officer of North America for Kraft Heinz, said the partnership is “a critical element of our ongoing transformation and reflects the deeper focus we’re bringing to understanding and reaching our consumers in the moment.”

He said Kraft Heinz expects to fast-track its “innovation agenda” by tapping Google-powered insights on trending food conversations, shopping behaviors, and consumer demands.

“This is the future of food,” Gajiwala said.

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