How to Create Standout Advertising that Resonates with Consumers
Kicking off his session “Marketing That Happens: Real-Time Truths That Move Culture: How to Create Standout Advertising that Resonates with Consumers” – Todd Kaplan, CMO of North America at Kraft Heinz, addressed a core issue facing the industry.
He argued that much of today’s marketing still clings to the traditional approach of advertising – sending prepackaged messages to a willing and captivated audience. However, in a world oversaturated with content, modern consumers are overwhelmed, distracted, and disengaged.
So, how can marketers break through the noise?
Kaplan proposed that we need to meet consumers where they are, tap into what they care about, and build real connections. He calls this “marketing that happens”. Using Kraft Heinz’s recent work as a guide, Kaplan shared five ways marketers can make breakthrough advertising.
The Truths will Set You Free
Kaplan explained that great ideas sit at the intersection of three key truths: the brand truth, consumer truth, and cultural truth. Kraft’s Mustard X Mustard is a perfect example. The campaign turned an overlooked condiment into a cultural icon by leaning into hip-hop culture and hijacking the Super Bowl conversation.
Heinz Mustard x Mustard Collab Case Study
Lean into the Power of Earned & Organic Social Media
Kaplan stressed the value of using social media to spark cultural moments. When NCAA star Richie Saunders revealed his great-grandfather helped found Ore-Ida, the Kraft Heinz team had to act fast. Within 48 hours, they launched a social-first campaign and signed a NIL deal with Saunders. The initiative earned over 3 billion impressions and a 9% regional sales lift.
Weinie 500
Create a Team of Collaborative Co-Conspirators
Kaplan emphasized the importance of “collaborativity” – a spirit of iterative co-creation both inside and outside the organization. The Kraft Heinz team embraced this with the Oscar Mayer brand, launching a new event at the Indy 500 where drivers raced the iconic Wienermobiles. This initiative succeeded thanks to iterative collaboration between Kraft Heinz and external partners.
Always be Listening
Kaplan pointed out the importance of being “consumer-obsessed” – constantly tuning in to consumer needs and finding creative ways to meet them. He shared a great example: facing rising egg prices in the US, Jet-Puffed launched a first-of-its-kind Easter marshmallow decorating kit.
Take “No” as a Request for More Information
While there are a million reasons not to do an idea, Kaplan stressed the importance of moving quickly, pivoting, and keeping momentum. Kraft Heinz did exactly this with Claussen Pickles. When pickle juice became an online trend, Claussen quickly launched Just the Brine, a new pickle juice product that went from concept to reality in just five months.
The Key Takeaways:
- Great ideas are found at the intersection of cultural, brand, and consumer truths
- Social media has the power to make big ideas even bigger
- Great advertising requires a culture of iterative collaboration
- Staying “consumer-obsessed” will result in culturally relevant ideas
- Agility turns cultural moments into business opportunities
