Case Study: Kraft Heinz reduces cost per reach with The Trade Desk

Kraft Heinz reduces cost per reach by 4.7x with programmatic omnichannel strategy

Kraft Heinz, the food company behind Heinz Tomato Ketchup and Mayonnaise, wanted to grow market share in the Philippines and reduce its reliance on social media advertising. Working with The Trade Desk and its agency Carat, the brand needed a full-funnel marketing approach to boost awareness, engagement, and differentiation for its challenger products.

Using The Trade Desk platform, Kraft Heinz ran a programmatic omnichannel campaign across digital out-of-home, OTT video, and display. The campaign cut cost per reach by 4.7x versus using one channel alone, enabled reinvestment to reach millions more consumers, and increased click-through rate by 65%; it also drove a 2% lift in overall awareness and meaningful gains in ad recall, consideration, and share of voice.

Kraft Heinz

Mark Quiambao

Group Product Manager