Kraft Heinz appoints Live & Breathe to lead UK integrated shopper marketing


The Kraft Heinz Company, the world’s 5th largest food and beverage company, has brought in shopper marketing specialist Live & Breathe to run its entire UK integrated shopper account and act as primary shopper marketing partner across all its brands.

The appointment, following a competitive pitch, ties in with the 150th anniversary of Heinz, which takes place in 2019. Live & Breathe will partner with Kraft Heinz to define an integrated shopper strategy across the entire grocery retail sector, in particular promoting soup, ketchup, baked beans, salad cream and mayonnaise as the group’s ‘hero products’.

The agency’s role for 2019 and beyond involves developing creative, technology-based solutions for the common challenges faced by food brands and retailers, overcoming barriers and finding new approaches to the traditional grocery shopper missions.

Nicolas Aranguren, Head of Sales Execution at The Kraft Heinz Company, commented: “2019 is a colossal year for the Kraft Heinz family of food brands and we were keen to ensure we had exemplary shopper marketing support, with an agency that could partner with us at the highest level.

“Live & Breathe combines in-depth understanding of retail with a keen eye for seeking out creative uses of technology and routes to market, which is exactly what we wanted.”

Nick Gray, MD of Live & Breathe, added: “This is an immense opportunity to work with a forward-thinking FMCG business as well as food brands that have been category leaders for decades. We plan to help Kraft Heinz develop shopper marketing strategies and platforms that will benefit its brands not just in 2019, but for years to come.”