Kraft Heinz is rewriting its sports sponsorship playbook. The food giant is deprioritizing the "logo slap" and leaning into quirky stunts, Todd Kaplan, Kraft Heinz North America's CMO, exclusively tells CMO Insider. As the NFL Draft got underway in Heinz's hometown of Pittsburgh this month, the ketchup brand floated a barge with a giant billboard down the city's three rivers, counting down to each pick. The 57th selection — Logan Jones by the Chicago Bears — was gifted a ketchup-colored jacket

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