Observed Signal · Jul 30, 2026 · Partnership · Source: Adweek · Impact: 1/5 · Sentiment: Positive
Brand Strategy & Design Market: Kraft Heinz CMO: Joy Improves Marketing
Adweek’s Marketing Vanguard series at Cannes Lions 2026 features an interview between host Jenny Rooney and Todd Kaplan, chief marketing officer, North America at The Kraft Heinz Company. Kaplan argues that marketing should be fun, and that joy, looseness and cultural fluency produce stronger creative work as paid media becomes easier to ignore. The vidcast—recorded live at Cannes and presented in partnership with Edelman—also covers Kraft Heinz’s portfolio marketing across more than 70 brands, the company’s Cannes-recognized creative work (including Heinz’s Grand Prix-winning “Looks Familiar”), and Kaplan’s prior role as Pepsi’s CMO.
Feature interview and creative perspective from a major CMO; informative for brand and creative teams but not industry-shifting AdTech news.
Key Takeaways & Evidence Grounding
- Todd Kaplan is chief marketing officer, North America at The Kraft Heinz Company.
- Kaplan leads marketing across a $25 billion food and beverage portfolio spanning more than 70 brands and 50 categories at Kraft Heinz.
- The vidcast episode was recorded live during Cannes Lions 2026 and presented in partnership with Edelman.
- Kaplan previously served as Chief Marketing Officer of Pepsi and worked on initiatives like the Pepsi Super Bowl Halftime Show and product innovations such as Nitro Pepsi.
- Kraft Heinz’s Cannes-recognized work mentioned includes Heinz “Looks Familiar,” which won a Grand Prix, as well as “The Dipper” and Jell-O’s “Gelometer.”
Connected Companies & Entities
12 Entities mappedMLB.com
Official MLB digital publisher and streaming platform.
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Forbes
Business publisher monetising audiences through ads, sponsorships and affiliate content.
“His work has earned Cannes Lions recognition, and he has been named to Forbes’ World’s Most Influential CMOs list, Business Insider’s Top 25...”
Kantar
Market research and media measurement provider for enterprise marketers.
“Presented by Kantar...”
Edelman
Global communications consultancy for PR, reputation and trust intelligence.
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adidas
Global sportswear brand selling footwear, apparel and accessories.
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Insider
Digital publisher monetising business news through ads and subscriptions.
“His work has earned Cannes Lions recognition, and he has been named to Forbes’ World’s Most Influential CMOs list, Business Insider’s Top 25...”
TikTok
Short-form video platform with ads, commerce and creator tools.
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Tipalti
Finance automation and global payout software for business finance teams.
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Pixability
YouTube advertising software and managed services for brands and agencies.
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Salesforce
Enterprise SaaS platform for CRM, marketing, data, analytics, and workflows.
“By Salesforce (sponsored / resource)...”
Fetch
Rewards app with purchase-based advertising and loyalty platform.
“Presented by Fetch...”
The Kraft Heinz Company
Global packaged food company selling branded grocery products.
“Todd Kaplan is chief marketing officer, North America at The Kraft Heinz Company, where he leads marketing across a $25 billion food and bev...”
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