The Untold Playbook of Kraft Heinz’s Todd Kaplan

By The Malketeer

20 Game-Changing Mantras to Dominate the Marketing World

Todd Kaplan, the new Chief Marketing Officer of North America for Kraft Heinz, has carved out a remarkable career in the marketing world.

With nearly two decades at PepsiCo and now at the helm of Kraft Heinz’s marketing strategy, Kaplan has honed a unique approach that blends entrepreneurial flair with extraordinary corporate flair.

Here are Kaplan’s 20 Game-Changing Marketing Mantras. All well-kept secrets that have catapulted him to the top of the industry and can inspire your own marketing journey.

1. Think Like an Entrepreneur, Even in a Big Company

Kaplan champions an ‘intrapreneurial’ mindset—acting like a start-up within the framework of a large organisation. This approach keeps your thinking fresh, agile, and innovative.

2. Embrace Risk, Don’t Fear It

In a world where “no” often comes easier than “yes,” Kaplan advises to treat every ‘no’ as a request for more information. Push through the initial resistance to reveal the true potential of your ideas.

3. Build a Scrappy Team That Can Pivot Fast

Kaplan encourages his teams to be agile and scrappy, similar to early-stage start-ups. This agility is crucial for staying ahead in today’s fast-paced market.

4. Innovation Isn’t Just for Products—Apply It Everywhere

From product development to communication strategies, Kaplan insists that innovation should permeate every aspect of your marketing efforts.

5. Listen, But Don’t Compromise Your Vision

Kaplan believes that some of the best solutions come from listening to concerns without compromising on the integrity of your idea. Collaborate, but stay true to your vision.

6. Agile@Scale: Make Big Companies Move Like Start-Ups

At Kraft Heinz, Kaplan leverages an Agile@Scale approach to combine the nimbleness of a start-up with the resources of a large corporation. It’s a game-changing strategy for marketing success.

7. Never Stop Testing and Learning

Kaplan promotes a culture of constant experimentation. Roll out ‘minimum viable products,’ gather feedback, and iterate quickly. It’s a formula that keeps your marketing efforts sharp and relevant.

8. Tap into Consumer Truths for Creative Gold

Great marketing is grounded in real consumer insights. Kaplan’s recent successes at Kraft Heinz are built on understanding and leveraging these truths.

9. Build Brands That Consumers Love—And Never Forget It

Kaplan’s work on the ‘It Has to Be Heinz’ campaign is a master-class in brand loyalty. Focus on what makes your brand beloved and amplify it.

10. Marketing and Innovation: The Ultimate Power Couple

Kaplan sees marketing and innovation as inseparable forces. Together, they create a powerful synergy that drives consumer engagement and brand growth.

11. Keep It Fun—Marketing Should Inspire

For Kaplan, marketing isn’t just a job; it’s a passion. Keep your work fun and inspiring, and you’ll create campaigns that resonate with consumers.

12. Challenge Yourself Continuously

Kaplan didn’t leave PepsiCo lightly after 18 years. His decision was driven by a desire for new challenges and growth—something every marketer should seek out.

13. Learn from Every Experience

From his early days in sports marketing to leading iconic campaigns at PepsiCo, Kaplan’s diverse experiences have shaped his marketing philosophy. Embrace every opportunity to learn.

14. Don’t Just Follow Trends—Set Them

Kaplan’s approach is to anticipate where the market is heading and lead the charge. Be a trendsetter, not a follower.

15. Align Marketing with Consumer Passion Points

Whether it’s sports, music, or food culture, Kaplan believes in connecting brands to what consumers are passionate about. This deepens brand loyalty and engagement.

16. Embrace the Pace of Change

In today’s rapidly evolving landscape, Kaplan thrives on the pace of change. Stay adaptable, learn new skills, and be ready to pivot quickly.

17. Collaboration Is Key, But Stay True to Your Core

Kaplan emphasises collaboration across teams but warns against diluting your brand’s core values. Balance teamwork with brand integrity.

18. Invest in Creative Storytelling

Kaplan’s campaigns are known for their strong narratives. Invest in storytelling that captures attention and resonates emotionally with your audience.

19. Take Pride in the Legacy You’re Building

Kaplan is excited about shaping the future of Kraft Heinz’s iconic brands. Take pride in the legacy you’re creating with your marketing efforts.

20. The Best Is Yet to Come

Kaplan is optimistic about the future of Kraft Heinz and his role in it. Approach your marketing career with the same optimism and belief that your best work is always ahead of you.

Each of these golden rules is a lesson learned from Kaplan’s illustrious career. By applying these principles, you can elevate your marketing strategies, innovate fearlessly, and leave a lasting impact on the industry.