Why Kraft Heinz Trusts Fullintel for its Media Monitoring and Executive News Briefs
Working with Fullintel has been a very good experience – very reliable, and that’s what we need, seven days a week, because the media doesn’t sleep.Nigel Dickie — Director of Corporate and Government Affairs, The Kraft Heinz Company, EMEA
The Client
The Kraft Heinz Company – also known as Kraft Heinz, or KHC – is the fifth-largest food company in the world (as of 2020), formed from the merger of venerable brands Kraft Foods and Heinz. The company receives thousands of media mentions per month thanks to a portfolio of beloved international brands that includes Heinz, HP Sauce, Lea & Perrins, Orlando, Benedicta, Plasmon, and Bull’s-Eye.
Kraft Heinz switched to Fullintel in 2018 for its daily executive news in Europe after dealing with years of irrelevant content from automated media monitoring services. Fullintel now deploys round-the-clock, seven-day-a-week human curation combined with executive news briefs delivered by 6 a.m. each morning in an attractive, efficient mobile format – saving its communications team hours and providing significant ROI.
The Challenge
Nigel Dickie, Director of Corporate and Government Affairs, oversees PR and media engagement across the U.K., Europe, Middle East, and Africa from the company's London office. Several problems stood out with prior monitoring providers:
Brand name proliferation
"Owning one of the most trusted supermarket brands in the U.K. and many other parts of the world, we get written about a lot," he explains. "It's a household name," adds Dickie... "The name 'Heinz' crops up in a lot of stories. But in some stories it's got absolutely nothing to do with our brand, or it's a passing reference."
Automated system failures
Previous providers relied on fully automated monitoring without sufficient human curation. "So many different names can crop up, and it's difficult to always exclude those from an automated search," Dickie notes — leading to incomplete, unreliable results.
Late delivery times
Deliverables arrived too late in the day, leaving insufficient time for the team to respond to breaking stories.
Inflexibility
There was no ability to add desired stories to reports at the last minute, limiting the team's control over what leadership would see.
Resource drain
"It was taking up too much of our resources for a rather unwieldy and unattractive-looking report," Dickie says.
It’s reliable. I don’t have to pick up on any issues because there aren’t any issues – it just works.Nigel Dickie, Director of Corporate and Government Affairs, The Kraft Heinz Company, EMEA
The Solution
Kraft Heinz switched to Fullintel for its media monitoring and daily executive news briefs in 2018, and hasn’t looked back since.
Dickie and his team now benefit from 24-hour-a-day human curation across all international and domestic markets, including coverage from any media outlet or other source he requires – even smaller, niche publications in multiple languages and regions.
- Fully automated monitoring, minimal curation
- Irrelevant "Heinz" mentions flooding reports
- Late-arriving, unwieldy daily reports
- No way to add stories last-minute
- 24-hour human curation, every market
- Relevant, accurate story selection
- Preliminary shortlist delivered by 6 a.m.
- Client can add coverage via email anytime
Kraft Heinz’s daily media curation and executive news brief process now looks like this:
Fullintel monitors and curates earned and unearned news around the clock, delivering a preliminary shortlist by 6 a.m.
Dickie's team selects coverage for inclusion in the Daily Risk Report, giving real-time intelligence on emerging business challenges and opportunities.
The team can add additional coverage via email if needed, and the brief is delivered to senior leadership across the U.K., Europe, Middle East, and Africa within minutes.
Briefs are packaged with images, headlines, short descriptions, reach data, and web links in an attractive, responsive mobile format.
Executive news briefs include images, headlines, a short description, reach data, and a web link for each piece of coverage, all packaged in an attractive and responsive mobile format.
“And I know the teams are reading them,” adds Dickie, “because I get messages and follow-up questions back on a regular basis.”
The Result
Dickie says Fullintel provides tremendous value for Kraft Heinz, especially the reliability of always-on human curation and set-your-watch regularity of our daily executive news briefs – delivered by 6 a.m., seven days a week, without fail.
“It’s peace of mind,” Dickie explains. “It’s reliability. I’m not having to chase people asking ‘where is it?’ or ‘what’s happening?’”
Fullintel provides multi-language content (complete with auto-translated summaries) from all regions for which his team is responsible, including coverage from smaller and difficult-to-access publications not included in automated news crawlers.
And he says Fullintel’s customer service is second to none. “Emails I send at all hours of the day or night, anytime, I always get a response,” he explains. That’s crucial, Dickie adds, when dealing with a relentless media landscape across several different time zones. “Because we’re such a well-known brand, we need to know about it whenever a story breaks.”
That means Kraft Heinz receives full value on its investment, he adds. “It’s an efficient way to deploy funds and resources. And it’s an efficient use of time on our side, because it works so efficiently without taking up too much of our time.”
The analysts at Fullintel have a good knowledge and understanding of the kind of stories that interest us, because they’re well briefed and understand our business.Nigel Dickie, Director of Corporate and Government Affairs, The Kraft Heinz Company, EMEA
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