Kraft
Heinz makes some of the world's most recognized brands--Heinz ketchup, Oscar Meyer hot dogs, Kraft cheese, and Ore-Ida frozen potatoes are just four examples.
But it's also facing ongoing changes in consumer behavior (culture by culture, not just internationally), which means it must adapt its products and its marketing to be competitive and successful in the changing marketplace.
"I think the most important thing we can do is provide options, so consumers can make their choice,"
says the company's CEO, Bernardo Hees. In other words, innovate new products that meet the needs of customers in specific markets, pointing up benefits and features for those segments.
One product Kraft Heinz recently introduced to the U.S. market is
Just Crack an Egg, which combines a couple of consumer-behavior trends: interest in different/novel
breakfast formats, desire for faster yet healthy meals, need for simplicity in preparation, and affordability.
What makes Just Crack an Egg unusual from a marketing perspective? The
combination of multiple brands that make up the product. Its ingredient brands include Ore-Idea potatoes, Oscar Meyer meat, and Kraft cheese. Also, this product is
not in the packaged-goods aisles but in the refrigerated foods aisle, which gives Kraft Heinz a new place to grab attention of the target market.
Will the combination of these famous brands and the novelty of preparation and distribution attract customers who will not just try once but become repeat purchasers over time?
