Todd Kaplan, CMO, Kraft Heinz
In his first full year leading marketing for Kraft Heinz’s 200-strong portfolio of brands, Todd Kaplan has pushed the legacy CPG beyond its comfort zone with culturally relevant marketing.
First came Heinz’s collaboration with producer Mustard (complete with a 30-second spot during the Grammy Awards and social extensions tied to an IRL, limited-edition mustard product). Heinz also worked with Rethink on its fun “Looks Familiar” ads, which highlighted the uncanny resemblance between the sauce maker’s iconic logo and fry boxes used by restaurants around the world.
In 2026, the $29 billion company will split into two public entities: Global Taste Elevation, which will house sauces and spreads, and North American Grocery Co., encompassing cupboard staples like Oscar Mayer and Lunchables.
Post-split, Kaplan’s future title and portfolio remain unannounced. However, this year he’ll be tasked with defining how Kraft Heinz’s new marketing playbook translates across the two new companies before the reorganization is complete.
