Digital Marketing Trends: The Kraft-Heinz Rebrand Effort

Summary

Kraft Heinz has ramped up digital advertising in 2021, spending $86.8 million so far, with top brands like Velveeta and Kraft Cheese leading. Oscar Mayer, previously the top spender in 2020, dropped to zero in January 2021 before surging to $753K in May with its 'Keep It Oscar' rebrand. The campaign introduced bold creatives and new ad formats, notably desktop video, which now accounts for 27% of Oscar Mayer's budget, up from 1% in 2020.

YouTube became the top platform. This overhaul is part of a larger plan to refresh 80% of Kraft Heinz brands over 18 months, with an extra $100 million in marketing spending.