How Legacy Brands Like Kraft Heinz and IHOP Channel Their Inner Challenger Brand

It comes from working alongside and competing with startups

- Credit by Video/Editor: Nick Gardner
Headshot of Chris Ariens

Being nimble, taking risks and working creatively, collaboratively and under budget are the hallmarks of marketing a challenger brand. But as we found out at our Brandweek: Challenger Brands summit last week, some of the biggest legacy brands increasingly see themselves as challengers. It’s all part of doing business alongside startups that are trying to do it better, faster and smarter.

In this video, we hear from marketing leaders like Eduardo Luz, global brand officer and chief marketing officer U.S. of Kraft Heinz, Andréa Mallard, chief marketing officer of Pinterest, and Chieh Huang, co-founder and chief executive officer of Boxed.com, to learn how these leaders are challenging the status quo and keeping the customer first.


@ChrisAriens chris.ariens@adweek.com Chris Ariens is the managing editor and director of video at Adweek.
Publish date: February 12, 2019 https://dev.adweek.com/brand-marketing/how-legacy-brands-like-kraft-heinz-and-ihop-channel-their-inner-challenger-brand/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT