Hasta La Creative!

Anyone who has ever waited impatiently as they banged on a bottle of Heinz ketchup to get that first drip can appreciate how agencies feel about Kraft Heinz as an early adopter of so-called “zero-based budgeting.”

Kraft Heinz looks a lot like those ketchup bottles: doing everything in its power to hold back every drop of money. It’s frustrating. Just as we know how that zing of ketchup would taste so good on that burger, we understand that great advertising can change the fortunes of brands.

Now Kraft Heinz is facing a reckoning. It’s been coming for a while. Yes, the $15.4 billion write-down on the value of its Kraft and Oscar Mayer brands prompted a nearly 30 percent drop in its stock price last month, but it has also seen profits drop over the past two years.

Continue reading at AdAge.com