FILE PHOTO: Characters at the Berkshire Hathaway company Kraft Heinz booth pose with a reporter at the shareholder shopping day in OmahaKraft Heinz's global brand officer and US chief marketing officer Eduardo Luz is unfazed by the company's recent write-down of its Kraft and Oscar Mayer brands.
Luz also addressed the importance of brands having a point of view, how the company is investing in innovation, and how the company's demands of its ad agencies is changing. "What you heard about the brands and the impairment are accounting issues," he said."Last week's news itself is irrelevant to our brand-building approach," Luz said.
Some of them, Kraft for example, need a lot of love. Kraft is our largest brand and I am super confident about the new positioning that we've landed on for it, which is to create moments of release to make parenting more joyful."" was the first manifestation of the new brand's new positioning to the world. You will see more of that.
KH Officer: Robert Kraft & The Oscars have had a rough few weeks; we'll all be on top again.. - 'We are super bullish on these brands': Kraft Heinz's global brand officer unfazed by the firm's recent $15 billion write-down of its Kraft & Oscar Mayer brands