Kraft Heinz CMO: Get to the human truth behind brands

We chat with the marketing leader for iconic FMCG powerhouse about what's next for several of Australia's most enduring brands


Myth busting

More broadly, Atray said the team is constantly refining the founding myth of the portfolio of brands. "Every single person you talk to has a story about Kraft from their childhood. So we seek how we can make this more embedded in the culture. Our mantra is ‘Act not Ad’ – so actual activity instead of advertising," he said.

Golden Circle, for example, is all about the outdoor. "Our brand purpose for it is that ‘real life grows outside’. The reality is, technology is not what helps you create relationships or bond as a family or get into nature, so we encourage people to get outside and bond as a family because these are the defining moments of your life," Atray explained.

“So for this activity, our Golden Circle campaign in market right now is ‘Get out camp out’, and comes from our enduring brand platform of real life grows outside. It’s a campaign to encourage families to go out and camp out, informed by a white paper on this based on extensive consumer research. The paper shows how families are spending less time together outdoors, but they want to spend more time outdoors. It speaks to what Golden Circle stands for, and what’s happening in our broader culture.”

Moving into 2019, Atray said he is focused on innovation and recruiting.

“We are always looking for people who are hungry, passionate, with eyes on the outside world and crackling with ideas. The most important priority we have for next year is to get talent, energise talent and inspire talent to create an ideas factory," he said. 

“We’ll have a number of new ideas hitting the market over the coming months. Themes include how categories are being merged into the future. We are always looking for a different mega-trend to bring about disruption.”

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