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Welcome to Dig In, the podcast brought to you by the minds at Dig Insights. We're interviewing some of the most inspiring brand professionals in marketing, innovation, and insights to discover the story behind the story of their most exciting innovations.
00;00;04;29 - 00;00;25;26
Jess
Welcome to Dig Inspiration, a quick recap where we dig deeper into the story behind the story. In each bite sized episode, I'll revisit key moments from our incredible guests, highlighting the most inspiring parts of the stories they share. And today, we're dropping a quick reflection on some of the most memorable parts of my talk with Danielle Coopersmith at Kraft Heinz.
00;00;25;28 - 00;00;46;21
Jess
And this was a round two interview because we just couldn't get enough. Our listeners couldn't get enough about all the awesome innovation she talked about last time around. And so we had to bring her back to hear the latest and greatest, for some of these retail innovations. So, you know, point number one, Danielle, I'm coming to think of as the Gen Z Whisperer.
00;00;46;24 - 00;01;07;14
Jess
Man, does she know that cohort. And not just the facts, but the practicality of how brands need to adapt their playbook to really win over that audience. So whether it's helping Gen Zs, you know, find the right products in a grocery store, give them confidence and preparing a meal at home, the familiarity of a well-loved flavor combination.
00;01;07;17 - 00;01;32;22
Jess
But experiencing that in their own home. Understanding their definition of value. You know, when Danielle talks about the strategies that, portfolio brands are employing, at Kraft Heinz for Gen Z, it really is a strategy that takes a holistic view of that consumer base, understanding the jobs to be done. And really, that's where it all starts. So I feel like I could learn so many things from Danielle and I did in the conversation.
00;01;32;24 - 00;01;57;26
Jess
The second point that I took away, it's related, but it's how you have to think differently about go to market when Gen Z is your target. Traditional methods, they just don't work. You need to reevaluate your go to market plans. You need to be thinking about authentic ways to connect your brand to Gen Z, whether that's through influencers, real life experiences, pop ups, digital extensions.
00;01;57;29 - 00;02;16;14
Jess
You know, Danielle shared a dozen different tactics that you have to think about it differently. And I think this episode was just a great kind of CliffsNotes of how to do that for Gen Z. And I love a good legacy brand story. As I mentioned in the conversation with Danielle, I worked a lot on some of these brands early in my career.
00;02;16;14 - 00;02;47;18
Jess
So Classico, Lea & Perrins, of course, Heinz Ketchup and for these legacy brands, innovation is a really different game. It's about finding new and relevant usage occasions. So the examples of Bloody Mary's for Lea & Perrins, the A1 steak House butter innovation. These innovations are deeply rooted in the brand's ethos and the brand's equity, but they find new ways to engage consumers in new occasions and that can often, you know, lead to earned media.
00;02;47;20 - 00;03;06;13
Jess
When that is really grounded in culturally relevant insights, all of a sudden, a brand that might not have the same budget as some of these larger brands in the portfolio, a lot of things become available to them. So I loved the commentary around legacy brands, and I think a lot of our listeners can find some good tactics in there.
00;03;06;19 - 00;03;15;06
Jess
Well, that's your Dig Inspiration recap for the week. We would love to hear your takeaways and thoughts on the conversation, so please visit the link in the description and leave us a comment.