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Kraft Heinz's $600 million comeback plan hinges on marketing stunts that people will actually share

Summary by Business Insider
Former NFL wide receiver Devin Hester sports the "Mr. 57" jacket, designed for the 57th pick of the 2026 draft.Kraft HeinzA version of this post appears in the CMO Insider newsletter.You can sign up for Business Insider's weekly marketing newsletter here.Kraft Heinz is rewriting its sports sponsorship playbook.The food giant is deprioritizing the "logo slap" and leaning into quirky stunts, Todd Kaplan, Kraft Heinz North America's CMO, exclusivel…

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Kraft Heinz's $600 million comeback plan hinges on marketing stunts that people will actually share

Former NFL wide receiver Devin Hester sports the "Mr. 57" jacket, designed for the 57th pick of the 2026 draft.Kraft HeinzA version of this post appears in the CMO Insider newsletter.You can sign up for Business Insider's weekly marketing newsletter here.Kraft Heinz is rewriting its sports sponsorship playbook.The food giant is deprioritizing the "logo slap" and leaning into quirky stunts, Todd Kaplan, Kraft Heinz North America's CMO, exclusivel…

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Business Insider broke the news in United States on Wednesday, April 29, 2026.
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