Kraft Heinz to increase marketing spend to drive ‘profitable growth’

Kraft Heinz is set to increase its marketing spend as it looks to turn around seven quarters of disappointing sales and drive long-term growth.
Speaking on a call with analysts this afternoon (16 February) following its fourth quarter results, CEO Bernando Hees said Kraft Heinz plans to increase spend on “working media dollars”. That means on media that is seen by consumers, as opposed to, for example, production costs or agency fees.
“We are increasing working media dolla