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brand partners

Warren Buffett: Heinz and Kraft $45 Billion Merger Is "My Kind of Transaction"

Posted by Mark J. Miller on March 25, 2015 10:44 AM

Warren Buffett can now tuck into a nice big bowl of Kraft Mac & Cheese and not feel like a traitor.

The Berkshire Hathaway-backed H.J. Heinz company today announced it's merging with Kraft Foods Group to create The Kraft Heinz Co., forming the third-largest food company in North America and the fifth-largest on the planet with combined revenue of $28 billion.

The Wall Street Journal estimates the transaction is worth at least $45 billion, calling it "one of the largest deals involving a private equity company on record."

“This is my kind of transaction, uniting two world-class organizations and delivering shareholder value,” Berkshire Hathaway Chairman and CEO Warren Buffett said in a press release. “I’m excited by the opportunities for what this new combined organization will achieve.”Continue reading...

brand news

Brand News You Can Use: AstraZeneca, Coca-Cola, News Corp. and more

Posted by Dale Buss on May 2, 2014 09:14 AM


Brands to Watch

Apple, Facebook lead Big Tech brands fighting data requests as White House panel calls for big data reforms to protect privacy.

AstraZeneca rejects raised bid by Pfizer as "inadequate."

Avon reaches settlement of bribery probe.

Bayer eyes Merck’s OTC consumer business.

Burberry officially has a new CEO in Christopher Bailey as Angela Ahrendts takes retail reins at Apple.

Coca-Cola pressured by Warren Buffett on executive pay.

Exxon sticks with Russia drilling despite geopolitical tensions.

Fiat faces tough turnaround in Europe.

GM recalls 50,000 Cadillac SUVs, returns to bankruptcy court to fend off suits.

News Corp. acquires Harlequin Books for HarperCollins.

Below, news on brand innovation, culture, and more:Continue reading...

chew on this

Kraft Propelled by Protein, All-Natural Trends Post Mondelez Split

Posted by Dale Buss on February 21, 2014 12:07 PM

Less than two years after Kraft Foods and Mondelez International split, the separation is beginning to work out for Kraft as it was designed: The company is finding ways to goose growth with the stable of traditional US grocery brands that comprise the new company.

Kraft's improved performance over this period is more evident in higher profit margins, while its revenues have only ticked up a bit. But what excites Kraft executives and investors is that CEO Tony Vernon is finding ways to make new, potentially more profitable propositions out of more products under venerable brands such as Oscar Mayer, Velveeta, Philadelphia, Maxwell House and Planters.

And Vernon is doing it in a way that tacks directly with the sea change in the CPG business toward better-for-you foods, beverages and ingredients.Continue reading...

trend report

Real-Time Marketing is the New Story-Telling

Posted by Sheila Shayon on December 11, 2013 02:06 PM

“The intersection of social, mobile, location and big data is real-time marketing,” said eMarketer’s Debra Aho Williamson at ANA’s Real-Time Marketing Conference last week in New York, where marketers including Coca-Cola, Kraft, Anheueser-Busch and Hasbro gathered to discuss and define the latest Holy Grail – RTM.

Still citing the Oreo Super Bowl XLX "moment" as the benchmark that launched the fervor, with reverb of nearly 2 million tweets since and endless articles and panel sessions – the fact remains not one marketer has replicated that success.

Bob Rupczynski, Kraft’s VP Media, Data, CRM, used Planters as an example of a creative brief that asked: “Do people really want a relationship with peanuts?” The key was to precision target optimal consumers with the mind-shifting notion that nuts are a healthy snack alternative – particularly in the evening into late night when snacking can be the most harmful. Continue reading...

brand strategy

Kraft Pours Resources into Revitalizing US Brands as Mondelez Travels the Globe

Posted by Dale Buss on June 25, 2013 06:33 PM

The year-old split between Kraft Foods and Mondelez International is working out about as financial and marketing engineers had promised, with the latter attacking emerging global snack markets with zest and Kraft trying to squeeze everything it can out of more mature North American markets.

The latest evidence that the split strategy is taking hold as planned: Kraft Foods is boosting US marketing spending significantly and has retained traction as one of the biggest advertisers in the American market, while Mondelez's spending on US advertising has dwindled—even though Mondelez retains domestic control of iconic brands such as Oreo.

Kraft Foods plans to pump more than $100 million into brand-building in the second half of this year as it aims to differentiate its classic brands in commodity categories such as cheese from private-label players, while also launching new US products such as Fresh Take, a meal kit that combines fresh cheeses, spices and breadcrumbs, according to Advertising Age.Continue reading...

brand news

In the News: Aston-Martin, Gilt, YouTube and more

Posted by Dale Buss on December 7, 2012 09:02 AM

In the News

Aston-Martin sells stake to Italian private-equity firm.

Citigroup sees CMO depart for Gilt.

YouTube relaunches site to feature original channels.

Coca-Cola relaunches Glaceau Vitimanwater in the UK.

Daily Beast considers charging for web content as Washington Post also plans paywall.

Delta faces California suit over app.

Ford finds opportunities in "social shifting."

Google to rein in free Google Apps.Continue reading...

chew on this

The Kraft, Mondelez Dilemma: Which Brands to Trim, Which Brands to Boost?

Posted by Dale Buss on November 5, 2012 05:03 PM

One of the main reasons for Kraft to split into its new Kraft Foods and Mondelez International units was to free the latter to pursue the beckoning opportunities in the global snacking business without being tied down to the slower-growth, mature North American groceries business, which now alone comprises Kraft Foods.

But in the early going, at least, both newly independent entities are pursuing something of the same strategy to tap into their separate growth opportunities: paring back non-performing, small or relatively insignificant brands, and applying innovation resources and expansion ambitions to brands that have a chance to make the most of them.

Mondelez, for example, already has said that it may divest some products as it seeks to streamline its range. The company will pursue a "simplification agenda," Tom Cofer, head of Europe for Mondelez, confirmed to Bloomberg.Continue reading...

branding together

Is Men's Health Nuts to Team with Planters?

Posted by Dale Buss on April 17, 2012 04:08 PM

Ever heard of Beer Nuts? The brand of bar peanuts, redolent as it is of junk foods and calorie-laden alcoholic concoctions, is typical of male consumption of nuts.

But now Kraft has another approach in mind. Leveraging the increasingly understood association between nuts and health in a new way, the Planters brand has signed a deal to co-brand a nutritious nut mix with Men's Health magazine, as we noted here yesterday.

Planters Nut-rition Men's Health Recommended Mix has rolled out with an advertising campaign on the back cover of the May issue of the magazine and a TV spot (watch it below) that's now running on ESPN and other US cable networks.Continue reading...

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