Kraft Heinz is to vigorously invest in working media in the US in 2016 and has said it will boost its media spend by $50m as it looks to throw its weight behind brands including Capri Sun, Heinz Ketchup and Mac & Cheese.
The investment comes as the company looks to further shift its ad spend from non-working media (such as agency and production costs) and plough it in to what Kraft Heinz actually pays to place its advertising and marketing.
The company, the result of a merger between Kraft and Heinz companies made the comments during an earnings call yesterday (25 Read full story ›
Source: The Drum
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