Kraft Heinz TasteMaker
How agentic AI is reshaping innovation at Kraft Heinz
:quality(70)){kind=logo}
Project Focus
Brand and Experience
Artificial Intelligence
Product Development
Data Intelligence
Marketing Services
TasteMaker gives 100+ brands and thousands of Kraft Heinz marketers the speed, scale, and creative power to match the pace of culture.
:quality(70))
Project overview
Challenge
Kraft Heinz has 100+ brands and thousands of marketers and innovators working every day to create campaigns, develop new products, and bring them to market. Consumer culture moves fast, customer expectations move faster, and the cost of being slow, the expense of production, and reliance on external partners all add up. Content that should have reached market in days was taking 8 weeks.
Solution
Apply Digital created TasteMaker, Kraft Heinz's AI-powered ecosystem of digital agents, custom-built to mirror their marketing and innovation workflows. From research and concept development to content generation, compliance review, and deployment, TasteMaker acts as an extension of their teams at pivotal stages of the content process, for key brands, across global markets.
Key Results
An agentic AI ecosystem that generates, evaluates, and deploys on-brand content, faster, smarter, and at enterprise scale:
8 hrs
Content to market, down from 8 weeks+ 70 %
Adoption across a global team of thousands rate5 months
The platform achieved positive ROICoverage
:quality(70)){kind=logo}
:quality(70)){kind=logo}
:quality(70)){kind=logo}
:quality(70)){kind=logo}
:quality(70)){kind=logo}
It’s phenomenal to see how the right technology in the right hands can accelerate and augment ever-pressing resource constraints. We can leverage this technology to create more engaging personalized content at scale, reduce costs, and time-to-market for product concepts, while maintaining brand consistency and data security.
Content that used to take 8 weeks now takes 8 hours
The Problem We Solved
Kraft Heinz teams around the world create campaigns, develop new products, and bring them to market. But the process behind every stage of content was long, complex, and expensive. Research, compliance, branding, copy, and production each involved multiple teams, multiple handoffs, and often external vendors. The world was moving faster than the process allowed. Content was taking 8 weeks to reach market. TasteMaker was built to change that.
:quality(70))
An AI-powered creative engine that thinks, works, and moves like a Kraft Heinz innovator
How It Works
TasteMaker is an agentic ecosystem of AI agents built around how Kraft Heinz works. Familiar from the start, it was widely adopted and has become a tool people rely on. With TasteMaker, teams generate fully-formed creative concepts, analyze content in real-time for brand alignment, and produce channel-ready assets all without writing a single prompt. It's a radical shift in how creativity happens: faster time-to-market, dramatically reduced agency costs, and greater control over data.
TasteMaker’s agentic ecosystem: 3 core functions
Generate
Trained on Kraft Heinz brands, TasteMaker produces creative concepts, product ideas, social copy, images, video, music, and voiceover for teams to review and refine.
Evaluate
TasteMaker catches legal, compliance, and cultural issues across markets in real time, speeding up approvals and building sharper instincts around brand risk.
Connect
TasteMaker pushes content directly to existing DAM, CMS, and CRM platforms. Performance data flows back through BigQuery to inform the next campaign.
TasteMaker is turning one of the world's biggest food companies into one of the fastest
Built on Enterprise-Grade AI
TasteMaker leverages Google's Vertex AI and retrieval augmented generation (RAG) alongside Kraft Heinz's proprietary data, delivering a secure, promptless experience built for enterprise scale. No prompt engineering required. Advanced AI models including Gemini, Veo for video, and Imagen for image creation power every output, with Google Vertex AI ensuring the utmost protection for Kraft Heinz's critical IP.
:quality(95))
:quality(95))
:quality(95))
:quality(70))
Partner with us
Together, we can deliver innovative solutions and drive your digital change journey.
Let's connect:quality(70))
61 %
:quality(70))