{"id":34226,"date":"2019-06-28T10:16:51","date_gmt":"2019-06-28T10:16:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/new-ceo-kraft-heinz-presents-creative-ketchup\/"},"modified":"2019-06-28T10:16:51","modified_gmt":"2019-06-28T10:16:51","slug":"new-ceo-kraft-heinz-presents-creative-ketchup","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/new-ceo-kraft-heinz-presents-creative-ketchup\/","title":{"rendered":"Nieuwe topman Kraft Heinz pakt uit met creatieve ketchup"},"content":{"rendered":"

Om het tij bij Kraft Heinz<\/strong> te keren wil de nieuwe topman Miguel Patricio extra inzetten op creatieve marketing. Daarvoor grijpt hij terug naar h\u00e9t vlaggenschip van zijn bedrijf: ketchup.<\/p>\n

<\/p>\n

\u00a0<\/p>\n

Meer ketchup<\/h2>\n

Kraft Heinz wil zijn Ketchup nieuw leven inblazen via gedurfde marketingcampagnes. Het moet de verkoop van de populaire saus weer opkrikken, want het voedingsconcern kampt al een tijdje met enorme moeilijkheden. Tegenvallende resultaten en een onderzoek naar de boekhouding<\/a> leidden in april tot het ontslag van CEO Bernardo Hees. Hij werd vervangen door Miguel Patricio, die gedurende zes jaar de marketingdirecteur was bij AB InBev, maar ook werkte voor giganten als Coca-Cola en Philip Morris.<\/p>\n

\u00a0<\/p>\n

Patricio beseft dat hij voor een enorme uitdaging staat: zo moet Kraft Heinz jaarlijks voor 1,3 miljard euro snoeien in de kosten. Het is echter vrijwel uitgesloten dat hij die besparingen op de marketingafdeling zal zoeken: Patricio wil net meer creatieve marketing, vooral voor topmerk Heinz Ketchup. Als voorbeeld gaf hij de recente lancering van Edchup<\/a>, een ketchup die tot stand kwam met medewerking van zanger Ed Sheeran. “We hebben hier meer van nodig”, stelde de nieuwe topman.<\/p>\n

\u00a0<\/p>\n

Analisten geloven wel dat Patricio het tij bij de voedselgigant kan keren. Ze loven vooral zijn enorme creativiteit, waarmee hij AB InBev talrijke prijzen bezorgde op het befaamde Festival of Creativity in Cannes.<\/p>\n","protected":false},"excerpt":{"rendered":"

Om het tij bij Kraft Heinz te keren wil de nieuwe topman Miguel Patricio extra inzetten op creatieve marketing. Daarvoor grijpt hij terug naar h\u00e9t vlaggenschip van zijn bedrijf: ketchup. \u00a0 Meer ketchup Kraft Heinz wil zijn Ketchup nieuw leven inblazen via gedurfde marketingcampagnes. Het moet de verkoop van de populaire saus weer opkrikken, want […]<\/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":[18],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-34226","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nNieuwe topman Kraft Heinz pakt uit met creatieve ketchup - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Om het tij te keren bij Kraft Heinz wil de nieuwe topman Miguel Patricio extra inzetten op creatieve marketing... en ketchup.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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