Through insights from a privacy-centric customer data platform built on Google Cloud, Kraft Heinz is hoped to get a better understanding of consumer behaviours
Google to help Kraft Heinz expedite and scale its digital transformation. (Credit: Grendelkhan/Wikimedia Commons)
Kraft Heinz, a US-based food company, has entered into a new, multi-year strategic partnership with Google to expedite and scale its digital transformation as consumer behaviour increasingly shifts online.
The partnership will focus on understanding Kraft Heinz’ consumers and providing them the products, news, and experiences they want most.
It will make use of the data and analytics technologies offered by Google Cloud as well as use Google Ads to improve the full-funnel marketing strategy of the food company.
In 2021, Kraft Heinz is said to have made notable investments in developing in-house digital capabilities. By joining forces with major tech companies such as Google, the packaged foods company is working on a proprietary tech ecosystem of in-house tools to help synthesize data throughout its organisation.
Through the tech ecosystem, Kraft Heinz hopes to provide personalisation at scale to better serve its American consumers.
By leveraging Google Cloud’s artificial intelligence (AI) and machine learning tools, Kraft Heinz will gain real-time insights from data. This, in turn, is expected to help the food company bring in innovations like new flavours, new formulations, and new products.
The food company will also use the tools to cut down the time-to-market by significantly saving the time it takes to understand what consumers want within a specific category or purchase channel.
Google solutions consumer packaged goods vice president Giusy Buonfantino said: “Google Cloud’s expertise in artificial intelligence and machine learning helps brands leverage predictive analytics and data-driven insights to make better decisions in a matter of seconds, driving creative and media effectiveness.
“Building upon its excellent relationship with Google Ads, Kraft Heinz has chosen to partner with Google Cloud to accelerate its digital transformation by unlocking new channels of consumer growth in a privacy-centric way.”
Through insights from a privacy-centric customer data platform built on Google Cloud, Kraft Heinz is expected to have a better understanding of consumer behaviours.
The food company will also tap BigQuery data warehouse products and other Google Cloud solutions to use first-party data to customise experiences for consumers from call centres to in-store shopping.
Kraft Heinz North America chief growth officer Sanjiv Gajiwala 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.”
Earlier this month, the Defense Innovation Unit (DIU) of the US Department of Defense (DoD) had selected Google Cloud’s solution for secured and controlled access to software-as-a-service (SaaS) applications.