Weekly Newsletter - 11.14.2024

PLUS: Kraft Heinz’s in-house agency redefines marketing brilliance

Author

Priscilla Soedarpo
November 14, 2024 • Estimated Reading Time: 6 minutes

THE LATEST IN SUPPLEMENTS AND NUTRITION

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HEINZ

Kraft Heinz's in-house agency, The Kitchen, has emerged as a formidable force in the advertising world, winning numerous awards for its innovative campaigns. Situated in London, The Kitchen leverages its deep understanding of the Kraft Heinz brand to create culturally resonant acts rather than traditional ads. This approach has led to high engagement levels, as seen in campaigns like the Heinz Ketchup phone case, which tapped into viral trends and consumer behavior.

The Kitchen's success is rooted in its proactive strategy, working closely with brand managers to align with their priorities and cultural trends. This collaboration allows for the generation of unique ideas that resonate with audiences, both online and offline. The agency's ability to quickly green-light and execute ideas is facilitated by its close proximity to Kraft Heinz's marketing teams, enabling swift responses to emerging trends.

Globally, The Kitchen operates in nine markets, adapting its culture-first approach to local contexts while sharing insights across borders. This strategy has contributed to Kraft Heinz's significant sales growth and recognition as an innovative company. The agency's commitment to pushing creative boundaries and fostering a culture of creativity has not only driven business growth but also positioned it as a leader in the industry, demonstrating the power of in-house agencies in today's dynamic marketing landscape.

GELITA will showcase its innovative gelatin and collagen solutions at Fi Europe, highlighting products like OPTIBAR and SOLUFORM for enhanced protein and reduced sugar in foods. The company will also present lectures on market trends, emphasizing their commitment to advancing nutritional and production efficiency in bars, gummies, and supplements.

Leading Voices 📣

With the election now behind us, the whopping 44% of consumers who reported delaying purchases pre-election may finally be ready to open their wallets.

Black Friday and Cyber Monday could be bigger than ever as shoppers prepare to make these ‘revenge purchases.’ This is a prime opportunity for brands to capture pent-up demand.

In this article, Jamie Bolton shares 3 tips to make the most of this opportunity:

📉 Integrate Lower-Competition Channels: Platforms like Snapchat have less competition and lower CPMs, offering low-hanging conversion opportunities.

🎯 Consider TikTok for Efficiency: Last year, TikTok saw the biggest month-over-month jump in ROAS in November, making it a highly efficient tool for BFCM success.

⏳ Strategically Time Ad Spend: 2023 data shows strong results from increasing spend at the start of Black Friday week, but the best approach depends on your budget and goals. (Get a full guide to three timing strategies in Fospha’s BFCM report).

For a closer look at the data behind Jamie’s top tips for BFCM 2024, check out the full article.

Luke Jonas 🌍💥 on LinkedIn: Going global in 2025

Although Black Friday is just around the corner, savvy brands have half their mind on next year.

With economic challenges in the UK, and a growing opportunity in the US/EU, many retailers are asking: how can we mitigate the risk of our home market?

Z Natural Foods introduces an Organic Pumpkin Spice Latte mix, offering a healthier alternative with seven simple ingredients. This product features whole milk from USA farms, real organic pumpkin, and a proprietary spice blend. Available in various sizes, it caters to health-conscious consumers seeking a seasonal treat without artificial additives.

Marketers should focus on creating emotionally resonant holiday campaigns that align with consumer behaviors. By prioritizing engagement and building brand loyalty, they can navigate the shortened holiday season effectively. Continuous engagement and innovative strategies, rather than early promotions, are key to long-term success and consumer connection.

OmniActive Health Technologies has acquired ENovate Biolife, a botanical nutraceutical company. This acquisition builds on their 2019 partnership, enhancing OmniActive's global reach. ENovate, known for innovative ingredients like Muvz and Oxyjun, aligns with OmniActive's mission to deliver impactful health solutions, expanding their offerings to health-conscious consumers worldwide.

BigSummit emphasized the importance of multi-channel strategies for ecommerce success. Brands should engage consumers across various platforms, manage product assortment, and adapt to economic pressures. Social shopping, especially on TikTok, offers new opportunities. Understanding consumer behavior and forming strategic partnerships are crucial for navigating the evolving ecommerce landscape.

T. Hasegawa USA introduces Cocoa Powder Replacer and Orange Juice Replacer to address global supply shortages. These innovations reduce reliance on raw ingredients, stabilizing costs while maintaining flavor quality. This approach helps food and beverage brands manage supply chain disruptions and continue delivering high-quality products at competitive prices.

A content marketing agency can supercharge eCommerce success by enhancing SEO, creating engaging content, and managing consistent publishing. With expertise in audience targeting and keyword optimization, agencies like Groove Commerce help brands boost organic traffic and conversions, making them a valuable partner for digital marketing strategies.