Kraft Heinz, the Fortune 500 food company, has entered into a multi-year strategic partnership with Google to scale its digital transformation as consumers increasingly move towards online shopping.
The move comes as part of Kraft Heinz long-term strategy to improve its in-house digital capabilities, and will call upon Google Cloud for its data and analytics technologies as well as Google Ads to enhance its marketing strategy.
Kraft Heinz expects Google’s offering to strengthen its consumer relationships and engagement by driving personalised content at scale. The consumer packaged goods company will also use insights from its new data platform, Kraft-O-Matic, to inform future innovation and product development.
The company laid out the key ways it plans to leverage Google Cloud as such:
- New product innovation, development, and deployment: By utilising Google Cloud artificial intelligence and machine learning tools to drive real-time insights from data, Kraft Heinz will drive food innovations such as new flavours and products, while also shortening time-to-market
- Improved consumer relationships and engagement: Kraft Heinz will be able to better understand consumer behaviour through insights from its privacy-centric customer data platform built on Google Cloud. Through insights driven by Google Cloud products, such as its BigQuery data warehouse, Kraft Heinz will be able to use first-party data to personalise consumer experiences from call centres to in-store shopping.
Sanjiv Gajiwala, chief growth officer for North America at Kraft Heinz, said: “Our partnership with Google is a critical element of our ongoing transformation and reflects the deeper focus we’re bringing to understanding and reaching our consumers in the moment.
“Working with Google, we’re building world-class digital capabilities and proprietary, privacy-centric data systems that will help consumers connect with our iconic Kraft Heinz brands on a whole new level through personalised offers and interactions. At the same time, we also expect to fast-track our innovation agenda by tapping into Google-powered insights around trending food conversations, shopping behaviours, and consumer demands – this is the future of food.”
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