{"id":34227,"date":"2019-06-28T10:16:51","date_gmt":"2019-06-28T10:16:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/le-nouveau-dirigeant-de-kraft-heinz-revele-le-ketchup-creatif\/"},"modified":"2019-06-28T10:16:51","modified_gmt":"2019-06-28T10:16:51","slug":"le-nouveau-dirigeant-de-kraft-heinz-revele-le-ketchup-creatif","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-nouveau-dirigeant-de-kraft-heinz-revele-le-ketchup-creatif\/","title":{"rendered":"Le nouveau dirigeant de Kraft Heinz r\u00e9v\u00e8le le ketchup cr\u00e9atif"},"content":{"rendered":"<p>Pour inverser la tendance chez <strong>Kraft Heinz<\/strong>, le nouveau dirigeant Miguel Patricio souhaite se concentrer davantage sur le marketing cr\u00e9atif. Il se sert du fleuron de l\u2019entreprise, le ketchup, pour y parvenir.<\/p>\n<p><!--break--><\/p>\n<h2>\nDavantage de ketchup<\/h2>\n<p>Par le biais de campagnes marketing audacieuses, Kraft Heinz souhaite insuffler un nouveau souffle \u00e0 son ketchup. Cela devrait relancer les ventes de la c\u00e9l\u00e8bre sauce, \u00e9tant donn\u00e9 que le groupe alimentaire fait face \u00e0 d&rsquo;\u00e9normes difficult\u00e9s depuis un certain temps d\u00e9j\u00e0. <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-dirigeant-de-kraft-heinz-doit-quitter-l%E2%80%99entreprise-un-directeur-d%E2%80%99ab-inbev-le-remplace\" target=\"_blank\" rel=\"noopener\">Des r\u00e9sultats d\u00e9cevants et une investigation comptable<\/a> ont conduit \u00e0 la d\u00e9mission du PDG Bernardo Hees en avril dernier. Il a \u00e9t\u00e9 remplac\u00e9 par Miguel Patricio, qui a \u00e9t\u00e9 le directeur marketing chez AB InBev durant six ans, mais qui a \u00e9galement travaill\u00e9 pour des g\u00e9ants comme Coca-Cola et Philip Morris.<\/p>\n<p>\u00a0<\/p>\n<p>Patricio r\u00e9alise qu&rsquo;il est confront\u00e9 \u00e0 un \u00e9norme d\u00e9fi : Kraft Heinz doit r\u00e9duire ses co\u00fbts de 1,3 milliard d&rsquo;euros par an. Il est pourtant presqu\u2019impossible de faire des \u00e9conomies au niveau du d\u00e9partement marketing puisqu\u2019il souhaite miser davantage sur le marketing cr\u00e9atif, surtout en ce qui concerne le fleuron de l\u2019entreprise : le Ketchup Heinz. Il \u00e9voque, \u00e0 titre d&rsquo;exemple, <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-dirigeant-de-kraft-heinz-doit-quitter-l%E2%80%99entreprise-un-directeur-d%E2%80%99ab-inbev-le-remplace\" target=\"_blank\" rel=\"noopener\">le lancement r\u00e9cent d&rsquo;Edchup<\/a>, un ketchup qui a \u00e9t\u00e9 cr\u00e9\u00e9 en collaboration avec le chanteur Ed Sheeran. \u00ab Nous avons besoin d\u2019encore plus de campagnes de ce style \u00bb, a d\u00e9clar\u00e9 le nouveau PDG.<\/p>\n<p>\u00a0<\/p>\n<p>Les analystes pensent que Patricio est capable de faire pencher la balance en faveur du g\u00e9ant de l\u2019alimentation. Ils vantent surtout son immense cr\u00e9ativit\u00e9 qui lui a permis de remporter de nombreux prix pour AB InBev au c\u00e9l\u00e8bre Festival of Creativity \u00e0 Cannes.<br \/>\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pour inverser la tendance chez Kraft Heinz, le nouveau dirigeant Miguel Patricio souhaite se concentrer davantage sur le marketing cr\u00e9atif. Il se sert du fleuron de l\u2019entreprise, le ketchup, pour y parvenir. Davantage de ketchup Par le biais de campagnes marketing audacieuses, Kraft Heinz souhaite insuffler un nouveau souffle \u00e0 son ketchup. Cela devrait relancer [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":34224,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-34227","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le nouveau dirigeant de Kraft Heinz r\u00e9v\u00e8le le ketchup cr\u00e9atif - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Pour inverser la tendance chez Kraft Heinz, le nouveau dirigeant Miguel Patricio veut se focaliser sur le marketing cr\u00e9atif \u2026 et le ketchup.\" \/>\n<meta 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