Kraft Heinz driving change with consumercentric focus | Lego puts digital, social on hold amid protests | Heat says Bomb Pop Middles are "Not One Thing"
June 5, 2020
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Top Story
Kraft Heinz is extending its agile response to the pandemic into a companywide transformation focused entirely on understanding its consumers, says Carlos Abrams-Rivera, US Zone president. "We have a clearer view of the things that will make a difference for us, that will help us operate more efficiently and make our brands even more relevant to consumers," he said.
Full Story: Forbes (6/4) 
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Marketing Strategy
Lego temporarily curtailed its digital and social advertising beginning on Monday amid the protests in the US so that its efforts weren't perceived as insensitive, according to a company spokesperson. The company also pledged $4 million to support black children and for racial equality education for all children.
Full Story: Ad Age (tiered subscription model) (6/4) 
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Creativity and Marketing Innovation
Heat says Bomb Pop Middles are "Not One Thing"
(Original Bomb Pop/YouTube)
Heat created a social "Not One Thing" campaign for Bomb Pop Middles targeting tweens, which includes a colorful 30-second "The Mash Off" video that emphasizes the combinations of flavors and textures in the products with other unexpected mashups such as a lion wearing a zebra costume. The push features a collaboration with Twitch gaming influencers and a Soundcloud partnership that lets consumers create their own mashup tracks.
Full Story: MediaPost Communications (6/4) 
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Sterling-Rice Group's #AlmondWalk TikTok challenge for the Almond Board of California attracted 1.2 billion views in a little more than five days. The agency spotted a viral TikTok video showing an influencer taking an almond for a walk and used their audio for the branded challenge, and Sterling-Rice Group's Laurie Tewksbury puts the success of the campaign down to authentically playing into the platform's content.
Full Story: MediaPost Communications (6/4) 
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Marketing Insights and Trends
Marketers are increasingly turning to user-generated content as it gains traction in terms of engagement rates and return-on-investment, writes Nikki Gilliland. She highlights four brands that are succeeding with UGC, including, which showcases its products in customer homes on Instagram, and Buffalo Wild Wings, which created an ad in just six days using homemade fan videos.
Full Story: Econsultancy (6/4) 
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As protests against police brutality continue and social media channels are filled with information and posts on the topic, many influencer marketing campaigns are being paused. In addition to avoiding tone-deaf marketing, brands and influencers are expecting to speak up and use their platform to educate followers and set an example, writes Kristina Monllos.
Full Story: Digiday (tiered subscription model) (6/4) 
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Measurement and Technology
Snap reports that online sales were the highest in a decade during April, representing a 23.8% year-over-year increase. Topshop and Farfetch are among the growing list of brands reporting success with the platform's newer e-commerce Dynamic Ads product, which is being rolled out globally, and Adidas boosted its return on advertising spending by 52% in recent a Dynamic Ads test.
Full Story: TechCrunch (tiered subscription model) (6/3),  Mobile Marketer (6/4),  Forbes (6/4) 
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Rewards app Ibotta rolls out self-serve promotion platform
Cash-back rewards app Ibotta rolled out a self-serve platform for consumer packaged goods brands. Brands can choose from various promotional campaign packages designed to boost awareness and sales across an entire distribution channel or for specific retailers or regions.
Full Story: Mobile Marketer (6/3) 
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ANA Update
Recently imposed social distancing measures have deeply affected advertising strategies. In fact, Innovid's recently released "Global Video Benchmarks Report 2020" confirms a new era of personalization has already begun. If they want to continue to scale, deploy, and measure personalized ads effectively, marketers may need to embrace some new strategies.
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In its 20th year, the 2020 ANA Multicultural Excellence Awards will showcase the brands taking strategic steps to ensure their engagement with multicultural consumer segments is relevant, creative and compelling. See your work represented alongside the best in the industry, like previous winners P&G, State Farm, McDonald's, Anheuser Busch and AT&T.

Submit your entry from among 13 categories before July 6 and take advantage of our early-bird discount, a $125 savings!
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