As one of the largest food companies in the world, Kraft Heinz has a diverse portfolio of iconic brands like Oscar Mayer, Kraft Mac & Cheese, Velveeta and Kraft Singles. In 2015, Kraft Foods and Heinz Company merged to form Kraft Heinz. But it was a bumpy start. After the merger, the company struggled with declining sales and profits for the better part of a decade. Consumers shunned processed foods for healthier options, sexier upstarts and cheaper store brands.

The company’s confidence was shaken. Its culture became apologetic, weakening everything from marketing and innovation to employee satisfaction. Advertising relied on defensive ingredient claims, traditional advertising and CPG tropes. The business prioritized efficiency and cost-cutting over product development. Huge financial losses hurt morale. All the swagger of Kraft Heinz’s brands, once American powerhouses, was left in the rearview.

But in 2019, Kraft Heinz hired a new CEO with a marketing background, Miguel Patricio. He believed in the power of brands, turning to new agency partners not for ads but true creative transformation. The challenge was to usher in the next wave of growth with big bold ideas.

To overcome its apologetic culture, we knew Kraft Heinz needed a new mindset - not just advertising. This was about getting the brands, and company, comfortable in their own skin again. Only then could it take the necessary risks to grow.

So, we delved into the archives for some brand therapy. In search of what made Kraft Heinz brands special to people in their heyday, we rediscovered their unique origin stories, heritage, cultural context and product magic.

Once we found each brand’s “special sauce,” we modernized it proudly. But not just with the traditional research & testing methods, which caused Kraft Heinz to play it safe. Instead by exploring the fringes of culture, we uncovered powerful tensions that the brands could tackle beyond the dinner table, and encouraged marketers to trust their instincts and embrace risks.

This led to proud brand platforms to guide the next 50+ years. With “Keep It Oscar,” Oscar Mayer reclaimed its mission to help people take life less seriously. “Help Yourself” cemented Kraft Mac & Cheese’s belief in the power of comfort. “La Dolce Velveeta” turned Velveeta's outrageous cheesiness into an unapologetic lifestyle. “Square It” made it cool to be unfancy with American cheese.