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.