Having more than 35 years in the corporate world in leading consumer goods companies prepared me to approach Marketing with a 360-degree view of the business. It taught me to see the forest instead of standing behind the tree and to understand the importance of each area and role of the business. This systemic thinking taught me to create a differentiated and unique value proposition that cannot be copied and that goes beyond the tangible. Also, over the years I have learned that in a work team the most important thing is the human factor; winning within our organizations is as important as winning in the market.
Nowadays we don't just talk about brand relevance, we must raise the impact of the connection, because that is where the true value we deliver to the consumer lies, in addition to the creation of experiences anchored to the brand values. Definitely, for me, the consumer is the means and at the same time the end.
Integrate Marketing to Create Genuine Connections
In marketing, success lies in placing the consumer at the center of the strategy, helping organizations and human beings to exchange value on a recurring basis, keeping in mind that the basis of every business is to create, share and capture value.
There are no magic formulas, however, it is important to be visionary and think about the result before building the path that will lead me to it; because I am a true believer that it costs the same to dream small as to dream big, so I bet on the latter.
Pioneer in Digital Platforms at Kraft Heinz
In digital marketing, not everything is written, so we give great importance to experimentation to create more real and meaningful communication. Being a leading voice and not an echo of trends has allowed us to make our platforms a space to connect, co-create and communicate with our community.
Our commitment to the health of our consumers has led us to develop products that are good for you and that combine flavour and nutrition.
Today, the consumer is more aware and committed to the environment and global causes such as diversity, environmental impact, equality, among others. This forces marketing leaders to be interested in the current and digital to give the appropriate message to people, and find a tone of voice that definitely gives reliability to the brand and allows the community to identify with it.
Success Stories: “Heinz is Heinz” Campaign
A success story for us was the “Heinz is Heinz” campaign because in one way or another we are a country brand that for a long time was in survival mode.
It is in 2023 that we decided to bet on this campaign to remind Venezuelans that we are a traditional brand that has always been present, and above all to remind ourselves of the greatness of the brand we represent.
Within the framework of this campaign, we had multiple activations both online and offline. As part of this, we were sponsors of two of the main teams of the Venezuelan Professional Baseball League. In just 4 brand activations at this sporting event, we managed to impact more than 82,000 people; in addition, our “Copa Heinz” broke the attendance record at the Monumental Stadium, with an attendance of +32,000 people; with this action, we reached 44% of advertising recall on television, however, the success of this lies in the fact that we achieved this through the people who saw the games broadcast on TV where our billboards located in the baseball stadiums and our logo on the players' uniforms appeared, and not through the broadcast of an advertising spot.
In the online part, we had a reach of +3,350,000 people, achieving a total of reproductions in the contents related to the campaign of +6,515,000. In addition, we completely surpassed our own goals by achieving a 61.4% increase in followers, making us the most followed Heinz Latin America Instagram account.
It's easy to say, but all these results are based on a deep understanding of the insights and needs of our consumers; but, above all, on the internal need that existed to reconnect with the greatness of our brand.
Riding the Wave of Industry Trends
In a world that is increasingly aware of health and well-being, our company has been able to anticipate trends. We don't just adapt, we lead the change.
Our commitment to the health of our consumers has led us to develop products that are good for you and that combine flavour and nutrition. Our sugar-free ketchup is a clear example of this: the same intense flavour, but without the guilt. Who said that healthy couldn't be delicious? Our purpose is just that: to make your life more delicious.
But we don't stop there. Our sugar-free WBF line is another example of our commitment to well-being. Because we know that taking care of yourself is essential in any lifestyle.
In addition, we believe in the diversity and richness of the world's flavours. With our global taste elevation initiative, we bring the most exotic and authentic flavours to elevate your culinary experience, because at Heinz we believe that healthy eating can be a pleasurable and exciting experience.
Advice for Marketers: Build for the Future
In a constantly evolving digital world, marketing has become a game of anticipation and adaptation. For every marketer today, success lies in understanding and connecting with younger generations. They are the ones who set the trends, who redefine the ways of consuming and who demand authentic and committed brands.
How can this be achieved?
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Multigenerational teams: Combining the experience of veterans and the freshness of young people is the perfect formula for innovation. A diverse team allows us to have a broader vision of the market and develop more effective strategies.
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Mastery of the digital world: Social media is the new stage where brands are built. An omnichannel strategy that integrates online and offline is key to generating unique and memorable experiences.
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Endomarketing: the inner force: Our employees are the true ambassadors of the brand. Investing in endomarketing is essential to foster commitment and passion for what we do.
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A legacy of values: As leaders, we have the responsibility to transmit our values to the new generations. Commitment, responsibility and passion for what we do are the pillars on which we will build a more sustainable and prosperous future.
In short, the future of marketing is in our hands. By fostering innovation, diversity and engagement, we can build stronger, longer-lasting brands. It’s time to inspire the next generation and revolutionize the marketing industry together!
