Paul Hiebert CPG Reporter @hiebertpaulpaul.hiebert@adweek.comPaul 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. CPG 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. Challenger Brands 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. CPG 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. Challenger Brands 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. CPG P&G’s Push for Diverse Voices Doubles as Brand Building "People want to see authentic stories," says chief brand officer Marc Pritchard. CPG 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. The Big Game 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. CPG 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. The Big Game 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. The Big Game 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. 1 2 3 4 Next »