Kraft Heinz

Marketing spend by year

Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.

What they told investors

“The fact that we can add $100 million to it really helps us think about 2027 being the year that we've got it really right with a very strong marketing spend in order to drive our volume-led sustainable share type growth.”Steven Cahillane · 2026 Q2 · transcript

“Last year, if you remember, the first place where we started to step up investments in headcount, innovation, marketing was Taste Elevation.”management · 2026 Q2 · transcript

“we do expect marketing for the year to be at least 5.5% of revenue.”management · 2026 Q1 · transcript

“the right brand marketing against what are really a collection of iconic and wonderful brands that I've already said do respond to investment.”Steve Cahillane · 2025 Q4 · transcript

“first, making sure that we grow the return of every dollar that we invest in marketing.”Carlos Abrams-Rivera · 2024 Q4 · transcript

“we continue ship more marketing dollars toward consumer facing marketing as we go into 2025.”Carlos Abrams-Rivera · 2024 Q4 · transcript

What the 10-K says about marketing

• investing in brand “We seek to maintain, extend, and expand our brand image through marketing investments, including advertising and consumer promotions, and product innovation. Negative perceptions of food and beverage marketing could adversely affect our brand image or lead to stricter…” 10-K, Feb 12, 2026

Say vs do

Say brand/flat. In 24 statements from its leaders in interviews, 2 argued for investing in brand and 0 for cutting; the filed spend went flat.

Peers