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Marketing secret sauce with Kraft Heinz CMO Todd Kaplan

In this episode, produced in partnership with NBCUniversal, we sit down with Todd Kaplan, CMO of Kraft Heinz, to uncover the marketing “secret sauce” behind some of the world’s most iconic brands. Todd shares lessons from driving 21 quarters of growth at Pepsi, why simplicity beats complexity in marketing, and how he’s bringing an entrepreneurial spirit to Kraft Heinz. We also dive into working with agencies, building in-house creative, and what makes a truly great CMO.

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Jon Evans, Chief Customer Officer at System1, mission is to connect you with the world’s greatest marketing thinkers and most experienced CMOs to put theory into practice. Every episode is packed with real world experience and data based evidence of how marketing works.

Episodes

Grainne Wafer

Uncensored CMO Hosted by System1's Jon Evans

Marketing secret sauce with Kraft Heinz CMO Todd Kaplan

Episodes

How Guinness became No.1, the power of sporting partnerships & the “Diageo way” to build brands

Why advertising is broken & how to fix it

e.l.f’s $1Bn Rhode deal, 25 quarters of growth & the ‘So Many Dicks’ campaign

Why AI will be a creative game changer

How to build a brand on TikTok

From CMO to CEO - advice from The Marketing Academy founder

Live episode: a debate on brand, risk & the future of the CMO

Startup masterclass - how Seedlip went from idea to Diageo exit in 3.5 years

Brand isn't dead, the 95:5 rule & why AI is B2B's most powerful painkiller

Airbnb on their big new innovation, in-housing creativity and brand led communication

The future of X: winning back advertisers, breaking the news & building the world’s most powerful AI

Mars Brand Building Masterclass

Chaos, Creativity & Courage - how Tubi took on the streaming giants

How not to be boring in B2B, AI agents and lessons from F1

Is the era of brand over?

Who killed Duo? How Duolingo built a brand on entertainment

The hidden forces that shape your customers' decisions

Rory Sutherland on why marketing is the answer to economic growth

Prof G on AI eating itself, social media rage & the end of the CMO

Forbes guide to being an influential CMO

Oreo’s playful positioning, bold innovation and brand partnerships

Cadillac’s re-launch of an iconic car brand for a new era

Rare Beauty: the story behind the success of Selena Gomez’s make up brand

Yum! CMO on cultural relevance, being innovative & creative risk taking (Taco Bell, KFC, Pizza Hut)

Creativity & Consistency: driving growth for the worlds largest beer brands

How Pfizer made the highest scoring Pharma ad of all time

Samsung CMO on Tech Innovation, Flying Ostriches & Doing More with Less

From Shark Tank to Super Bowl - the story of America's fastest growing beverage (Poppi)

The power of personalisation and how to deliver at scale

How not to plan: what matters most in 2025

How Amazon built distinctive assets, compound creativity and a winning culture

Fame, Feeling & Flamingos: how consistency helped Very hit new heights

How Tony’s Chocolonely is breaking the mould with their Dean of Dopeness

How to scale a challenger brand with Tony’s Chief Chocolonely Douglas Lamont (ex Innocent MD)

Google Retail MD on the power of search and the secrets to why we watch YouTube

The Power of Compound Creativity

The fall of Nike, KitKat’s perfect positioning and whether Liquid Death is more than just water in a can

The brands trying to change the world

Social media masterclass in community and influencer marketing with Elfried Samba (ex Gymshark)

Ritson reviews the highest scoring beer ads of all time (down the pub)

Building Britain's Most Iconic Brands

How the NFL harnesses the power of emotion to drive record audiences

An innovation masterclass; how Mauro Porcini created a culture of innovation at Pepsi

David Droga on fearless creativity, founding Droga5 and becoming CEO of Accenture Song

Jon Evans Uncensored; what makes a great CMO and other lessons from 150 episodes with guest host Antonia Wade

The Next Creative Revolution

A Challenger Brand Workout with Gymbox Brand Director Rory McEntee

Brand of the year CMO on Innovation, TED talks and what B2B can learn from B2C

Characters, humour & disasters: how Geico changed the insurance game

The Mischief mindset behind the most creative agency in the US

How DoorDash built a $40 billion business in 10 years

2012 Olympics CMO on creating the worlds longest champagne bar, Olympic glory and a Paralympic legacy

How CMO’s get a seat in the boardroom and not get fired

From F1 to Manchester United: How marketing drives success in the worlds most elite teams

The Marketoonist on why humour is good for business

How e.l.f built a billion dollar beauty brand

How Gymshark built a unicorn with influencers

B2B brand building in the era of AI

Cannes Lions CEO on the power of creativity, the creator economy and making connections

How Cadbury turned "Glass and a Half in Everyone" into one of the most effective campaign ideas in the world

From Hamlet to Haribo: the serious case for humour

How Monzo used emotional advertising, a hot coral card & customer obsession to become Britain's best bank

Snapchat CMO on fixing social media, being creative leader of the decade and lessons from Dan Wieden

Scott Galloway on the end of the brand era, monetising rage and how to create wealth

From bust to Boom! How Red Bull, ITV and Lloyds supercharge their people for serious growth

A CMO Masterclass - how John Lewis redefined emotional advertising

Should’ve gone to Specsavers, how a simple brand idea created a winning vision for the company

How Guinness became Britain's favourite pint - Stephen O'Kelly, Global Brand Director

Copy that works, a copywriting masterclass with Vikki Ross

How Liquid Death founder, Mike Cessario, created a billion dollar water brand

Creativity driven performance, CPG lessons for SaaS and the power of distinctive assets

Amazon’s Chief Creative Officer on the power of emotional advertising, distinctive brand assets and delivering at speed

How a new brand character challenged Whisky conventions to help The Woodsman double market share

Rising from the ashes: the inspirational story of overcoming tragedy

The secrets to Super Bowl success

The flamingo effect: how Very made their retail brand sparkle

Creating the Metaverse, lessons from Google Glass and the Whitehouse

Uncensored CMO
Hosted by System1's
Jon Evans