Paul Hiebert

Paul Hiebert

CPG Reporter
Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment. He has a background in market research, and his freelance writing has appeared in The New Yorker, The Atlantic and Slate.

Kraft Heinz Is Reducing Its Agencies by Half

The company plans to cut the number of agencies it works with in half, while boosting its consumer-facing marketing efforts.

Road to Challenger Brands: Customers as Tribes, Stores as Churches

DTC companies should get into retail because the physical manifestation of a brand helps build community.

Del Monte’s Quest to Change How Americans Feel About Canned Produce

The view that fresh fruits and vegetables are healthy, while frozen and canned are not, is a problem for companies like Del Monte.

Road to Challenger Brands: Not All DTC Brands Need a Store

Ahead of Adweek’s Challenger Brands summit, we spoke with Kantar's Bryan Gildenberg about direct-to-consumer strategy.

P&G’s Push for Diverse Voices Doubles as Brand Building

"People want to see authentic stories," says chief brand officer Marc Pritchard.

Chobani Promotes Its New Oat Milk by Paying Tribute to the Real Thing

Chobani's oat-based products aren't here to replace milk, but rather exist alongside it.

Here’s What Happened Inside Tide’s Super Bowl #LaundryLater War Room

Adweek went behind the scenes with Tide. The goal of the night: amplify Tide’s message on social media and make sure the attention was positive.

Pop-Tarts Actually Uses Your Social Media Suggestions for New Flavors

Pop-Tarts' Philipp Schaffer explains how a new product goes from concept to store shelves.

Marc Pritchard Says P&G’s First Multi-Brand Super Bowl Ad Is All About ‘Constructive Disruption’

Procter & Gamble invite viewers to direct the action at Sofia Vergara’s house party.

Little Caesars Makes Sliced Bread Look Bad in First Super Bowl Spot

After Little Caesars announces it's doing delivery, things fall apart for the competition.