by Freddy Tran Nager, Founder of Atomic Tango + Condiment Contrarian…
Oy, what a disgusting mess.
Packaged-food giant Kraft Heinz just reported a net loss of $12.6 billion for the fourth quarter of 2018. My favorite living marketer, Mark Ritson, just wrote an insightful and comprehensive article explaining the various reasons behind the debacle.
One key note: most of the loss comes from Kraft Heinz discounting the value of its iconic brands by $15 billion. Apparently, failure is now spelled O-S-C-A-R M-A-Y-E-R, with a business plan concocted like B-O-L-O-G-N-A.
But copywriter Dan Goldgeier found something even more revolting:
As he notes in a tweet, “‘Saucy Sauce?’ The whole product reeks of minimal effort.”
Perfect verb choice.
Pass the mayochup? Sure, I (and millions of other consumers) are definitely passing. And not just on the saucy sauce.
“Saucy sauce”? “Mayochup”?? Couldn’t they have found a way to include Pickle Bits as well?? Too much! You certainly hit the hamburger on the head with this saucy post– thank’ee!!
Pickle bits would be too much innovation for Kraft-Heinz these days!