KRAFT HEINZ
Crafting a brand-new production model
brief
Kraft Heinz (KHC), one of the biggest food and beverage companies in the world, wanted to reduce its ‘non-working’ marketing and redirect it into media and activities that its consumers could see.
As part of this approach, KHC wanted to rethink how it produced advertising content with lower production budgets without any loss of quality.
The solution was for Hogarth to implement a fully decoupled production model across 20+ markets in Europe that would help to drive efficiencies within production budgets and bring transparency to its costs without compromising on craft, quality or quantity of assets.
The fully decoupled model implemented for KHC created a new way of working and a division of responsibilities between the creative development and the production stages of the process.
In its role as primary production agency, Hogarth is involved from the outset of a campaign, managing the project from script or scamp sign-off right through to post-production and delivery. This combines consistency and cost savings with the ability to condense timely and complex post schedules.
Once production is complete, Hogarth continues to support campaign development through adaptation across individual brands and markets. Localisation is at the forefront of every stage of the process by ensuring that masters are produced in such a way that allows for ease of adaptation in individual markets.
The result for Kraft Heinz is a true end-to-end production partner capable of producing its iconic advertising whilst delivering benefits and efficiencies.
This has been done through the implementation of super-shoot productions, the reduction in time and cost of post schedules, removing the need for resource duplication by centralising assets, and providing cultural and local market insights at the storyboard stage to avoid often costly reshoots later in production.
Since partnering with Hogarth, the average cost savings for Kraft Heinz campaigns have been between 25%-35% in comparison to previous primary production spend.