As consumers shift to buying more groceries online, Kraft Heinz Co. and Google recently announced a multi-year strategic partnership that seeks to strengthen the CPG company's understanding its customers. From leveraging data and analytics technologies provided by Google Cloud, to enhancing the food giant's full-funnel marketing strategy with Google Ads, the partnership will attempt to scale Kraft Heinz's digital transformation as consumer behavior increasingly shifts online.
Kraft Heinz has already made sizable investments in building in-house digital capabilities. In partnership with leading tech companies like Google, the packaged foods giant is focused on building a proprietary tech ecosystem of in-house tools that help synthesize data across its entire organization.
Kraft Heinz will use Google technologies in several ways:
- New product Innovation, development and deployment.
- Improved consumer relationships and engagement.
- Greater consumer-centric marketing and media effectiveness.
"Personalization at scale is what brands need to convert and retain consumers. Google Cloud's expertise in artificial intelligence and machine learning helps brands leverage predictive analytics and data-driven insights to make better decisions in a matter of seconds, driving creative and media effectiveness," said Giusy Buonfantino, vice president of consumer packaged goods at Google Solutions.