Allen Cai
Marketing Talks
China Chief Marketing Officer
Kraft Heinz

Allen Cai is the Chief Marketing Officer of Kraft Heinz China. Since joining Kraft Heinz in 2007, Mr. Cai has been adhering to the principle of "Marketing starts with consumers and ends with consumers". Mr. Cai not only strengthens the foundation of consumer insights, but also promotes the integration of digital, media and content. Cai Hong has rich experience in digital transformation, specializing in areas such as long-term company development strategy, category management, consumer insights, digital development strategy, e-commerce innovation, social media, omni-directional content marketing integration and O2O.

Event Introduction
Marketing Talks
 · 06/25 (Day 1)
Growth and Beyond Growth
4.2H - Hall E
Branding Strategy
Heinz's "Perfect Experience" - Encounter, Fall for, and Adore Heinz

Heinz, as a leading brand of western taste elevation, has not only successfully made its way onto Chinese dining tables but has also won the hearts of numerous consumers. So, what brand strategies has Heinz relied on to capture such a wide consumer base? Amidst opportunities and challenges, how does Heinz go about "pushing the limits" from product to context, and from insights to marketing, thereby attracting the attention of more potential consumers? 

Link to agenda