• WedgeHeinz HORECA / restaurant chain marketing — TW Western dining (burgers, brunch cafes) is fragmented
• WhyPublicis Groupe holds 'Power of One' integrated AOR globally since 2018 — Publicis Media + Publicis Creative + Sapient/Digitas as one stack
• Who ·

1. W1Heinz HORECA / restaurant chain marketing — TW Western dining (burgers, brunch cafes) is fragmented
2. W2Philadelphia bakery/dessert HoReCa B2B marketing — TW dessert cafe boom
3. W3Project-only social/shopper activation around CNY + back-to-school
4. W4Avoid pitching integrated AOR — Publicis is locked

• Publicis Groupe holds 'Power of One' integrated AOR globally since 2018 — Publicis Media + Publicis Creative + Sapient/Digitas as one stack
• WPP creative exposure exists only through David (Ogilvy) on selected Heinz brand activation
• 3G Capital ownership = aggressive cost discipline; in-housing pushes; production efficiency focus
• TW is a smaller market with less local marketing latitude — most activation runs from Singapore/HK regional

• Kraft Heinz Asia regional marketing leadershipReports through KHC International / Emerging Markets cluster (Singapore/HK hub)

  since ongoing

  KHC TW does not maintain a high-visibility country marketing director. Marketing flows through Asia regional and global brand teams. 3G Capital DNA = lean local marketing org.

  Source ↗

Lean local org; Publicis 'Power of One' globally; regional Asia hub-led activation; TW spend is project-pitched rather than AOR-anchored. Heinz ketchup is the visible TW spend; Philadelphia is the prestige supermarket activation; other brands are minor.

• Heinz 'It Has to Be Heinz' global brand platform2023 · Wieden+Kennedy · TVC + digital + retail

  Global Heinz brand-love platform — TW activation is template-based with localized retail.

  Source ↗
• Heinz 'Draw Ketchup' / 'Ketchup is Heinz'2022 · Rethink Canada (origin) / David Miami (Ogilvy/WPP for some global) · Print + OOH + digital

  Crowdsourced 'when people draw ketchup they draw Heinz' — global rollout including TW digital.

Don't pitch to displace Publicis Power of One. Don't propose big-budget brand work — KHC is cost-disciplined. Pitch lean, production-efficient, HoReCa-channel-specific work.

• Unilever Foods TW (Knorr, Hellmann's)
• Nestlé TW (Maggi)
• Kewpie TW (mayonnaise)
• Local TW condiment brands (Kimlan, President)

• ? Does KHC TW have a named TW commercial lead?
• ? Is HoReCa marketing for Heinz outsourced to a TW B2B foodservice specialist?
• ? Has Philadelphia bakery channel work been pitched locally?