What was your reference point for that?

It's not, like, a planned thing.

I just enjoy.

I'm a student of culture.

Like, I kinda, I love participating in things in my own life.

I'm a big sports fan.

I like music.

What's one decision you've made in the last year that you feel has been pivotal?

It's not, not the easiest capability to define and instill.

It's true.

Well, the, the key, again, and I don't know how to even best articulate it, 'cause a lot of it, it's almost like I would look at a lot of marketing, look at classical music, and you look at jazz.

A lot of it's jazz at the end of the day, and by that, I mean classical music.

There's the sheet music, what goes where, how you prepare all of that, and of course, you're gonna have your brand strategy.

You have to brief the agency.

You gotta do this right.

Mm-hmm.

Yeah.

And so it's that connection, and the idea of a brand is where you have this deeper emotional connection, uh, with the consumer on different levels, you know, beyond kind of just the product experience itself.

And, you know, we have, uh, the, the gift here at Kraft Heinz of this wonderful portfolio of 70 brands here in North America.

We have over 94% household penetration of our brands.

So that means if I were to go into your kitchen and open your pantries and your refrigerator, I'm sure we'd already see, you know, four or five of our brands already in there and, you know, with, you know, with all of those.

So we have great, great reach, and a lot of these brands have been around for 100 or 150 years, uh, that are made from these American founders from ages ago, which is wonderful.

What we're in the process of doing right now is modernizing them all and contemporizing them to better connect with today's consumer needs, whether it's through innovation, through how we show up in our marketing, through how we do with our, our brand building, um, you know, throughout each of the different unique brand campaigns.

What are you seeing and what are you doing?

Got it

... we just came out with something called Power Mac, which has protein and fiber in Kraft Mac & Cheese.

So, like, there's a lot of things that you can figure out very quickly where we need to kind of play in certain other things.

Others are more just making sure our brands are kinda modernized in a way that they're still relevant for today's consumer with the right offerings.

Not just in the product offerings, but how we show up.

What's our social strategy? What does our brand stand for? Even our growth strategies, there's brands like Philadelphia Cream Cheese, for example, where it is the cream cheese if you have a bagel or anything like that.

But at the end of the day, a lot of the growth in that category is gonna getting beyond the bagel.

But if your core target didn't grow up with the television, does that flip things?

How'd this all come to be?

Yeah, it's a natural fit for a lot of our brands.

And a lot of our iconic brands are already a staple while people are watching football, whether it's in stadium or at home.

And so we just made it official.

And so as you mentioned, we're bringing more than 20 of our iconic brands closer to these NFL fans all over the globe.

ranging in categories from condiments, cheeses, you know, sauces, meals, et cetera.

But it's brands you know and love.

I guess what can we expect as fans watching the NFL? What can we expect from Kraft Heinz sitting in our couch in the living room?

So any advice? Well, and

to be clear, we still work with a... ton of external agencies as well that are wonderful partners and you know, it's funny that the creative process Creativity is messy and it's iterative and it's that's what creativity is all about.

But when you think of how Clients and agencies is very linear formal, you know, you brief they pitch you buy this It's like all these words that just you feel dirty it's like selling and buying and pitching and And it's like at the end of the day, you're all trying to do the same thing.

It's not about like are you going to win the business? And very seldom is it going to be that the idea comes over the wall like perfectly ready to roll and you just say go and then you just sit back and watch.

It's always like, well, what about this and how about this? And so – Getting rid of all that formality and almost meeting up at what I'd call like round zero, which is basically this idea, and I call this concept collaborativity.

And it's basically trying to break down the walls between clients and agencies to just exist as people who are all co-conspirators.

No one's a client.

Tell me what's the insight there and the role of marketers to impact in real time.