From insights to action: How Kraft Heinz transforms tracking data into real-world strategies meeting the needs of the evolving cream cheese consumer

Room 3 | 3:00 pm - 3:30 pm | Monday, March 27, 2023

Kraft Heinz’s Philadelphia Cream Cheese is the #1 cream cheese brand in America and has maintained this position over the years through a dedication to a deep understanding of the cream cheese consumer.

In this session, Abbey Hubregsen, senior manager at Kraft Heinz, will discuss how her team leverages a technology-driven research approach to generate meaningful insights related to cream cheese consumption patterns and trends while enabling the flexibility and agility needed to uncover new findings and areas of intrigue.

Since early 2020, Kraft’s Heinz’s cream cheese tracker has provided eye-opening insights into the Pre-COVID, COVID-19 and Post-COVID cream cheese consumer. In partnership with quantilope, Abbey will discuss some of these findings and illuminate how the CPG giant leverages such tracking data to quickly adapt and meet the new needs of their consumers.

Key takeaways:

  1. How Kraft Heinz meaningfully drives insights into action in the face of large amounts of data.
  2. How Kraft Heinz utilizes tracker findings to quickly support business decisions.
  3. How Kraft Heinz’s agile approach to tracking drives internal efficiencies.

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