The Kraft Heinz Company is optimizing its consumer base as it has formed a new, multi-year partnership with Google in an effort to strengthen its understanding of consumers and the products and experiences they desire most. Through the new alliance, Kraft will leverage data and analytics technologies provided by Google Cloud to enhance its marketing strategy and advance its digital transformation.
"Our partnership with Google is a critical element of our ongoing transformation and reflects the deeper focus we're bringing to understanding and reaching our consumers in the moment," said Sanjiv Gajiwala, Chief Growth Officer, North America. "Working with Google, we're building world-class digital capabilities and proprietary, privacy-centric data systems that will help consumers connect with our iconic Kraft Heinz brands on a whole new level through personalized offers and interactions. At the same time, we also expect to fast-track our innovation agenda by tapping into Google-powered insights around trending food conversations, shopping behaviors, and consumer demands—this is the future of food."
This move builds on Kraft Heinz’s investments in the last year to increase its in-house digital capabilities. Through this partnership, Kraft is focused on building a proprietary tech ecosystem of in-house tools that help synthesize data across its entire organization, according to a press release, allowing the company to deliver personalization at scale.
The specialty supplier is implementing Agile methodologies and digital solutions across its operations to accelerate growth. With the use of Google technology, the company expects to significantly bolster its consumer relationships and engagement through delivering personalized content at scale. As noted in the release, Kraft will also use insights from its new data platform, Kraft-O-Matic, to inform future innovation, product development, and business operations.
"Personalization at scale is what brands need to convert and retain consumers. Google Cloud's expertise in artificial intelligence and machine learning helps brands leverage predictive analytics and data-driven insights to make better decisions in a matter of seconds, driving creative and media effectiveness," said Giusy Buonfantino, Vice President, Consumer Packaged Goods at Google Solutions. "Building upon its excellent relationship with Google Ads, Kraft Heinz has chosen to partner with Google Cloud to accelerate its digital transformation by unlocking new channels of consumer growth in a privacy-centric way."
Kraft Heinz will optimize Google technologies in several ways as part of its digital transformation:
To read more about the long-term partnership, click here.
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