Marketing secret sauce with Kraft Heinz CMO Todd Kaplan

In this episode of the Uncensored CMO podcast, Jon Evans interviews Todd Kaplan, the CMO of Kraft Heinz, about his career, innovation strategies, and marketing philosophies. Kaplan discusses his previous role at PepsiCo, where he focused on reinvigorating the brand and driving innovation, and shares his approach to fostering an "intrapreneurial" environment within large corporations like Kraft Heinz. He emphasizes the importance of understanding consumer insights, embracing agility, and building strong partnerships with both internal teams and external agencies. Kaplan also introduces the concept of "marketing that happens," advocating for creating cultural moments and leveraging earned media to break through the clutter of traditional advertising. The conversation further explores successful campaigns like the "Draw Ketchup" initiative and the collaboration with Mustard, highlighting the power of simple, culturally relevant marketing ideas.