Steve Cahillane
Analyst · Evercore ISI
Yeah. Thanks, David. So you're going to see the spend really start to ramp up in the second quarter. We've been in the planning process right now, and we would hope to see meaningful results in the back half of the year, meaning, you know, when I say meaningful results, I mean a change in trend and bending the trend in market share. And we're gonna be talking a lot about value market share and holding ourselves accountable to that. I think we said in the prepared remarks that, you know, about half of this would be against price and product and packaging, improving the way we show up for our consumers at store. That's gonna be very important. It will be across the portfolio. But a lot will be against what we, heretofore had been calling the North American grocery company where we've got some opportunities to really do better. But equally, brands like Heinz and Philadelphia cream cheese have already been showing in the last thirteen weeks, in the last four weeks, some meaningful improvement based on things that the team had started to do in the back half of last year. So we'll continue against that. And we arrived at the $600 million really through, you know, as much science as we could and then a lot of experience, in the company and the experience that I bring as well. So we'll be about five and a half percent against, you know, against a ratio of our top line. In terms of what we're spending against the brands. We'll put meaningful investment in and A. We're lean. You know, you can look at any metric and understand that The Kraft Heinz Company is lean. We don't wanna be lean in the commercial organization, so we'll be hiring, sales and marketing professionals. To beef up our capabilities there. That takes some time, so that'll be more like a third and fourth quarter, spend. But altogether, the $600 million, I think, gives us a lot of confidence that we've got what it takes against the entire company with, half of that being, as I said, against the brands and showing up for consumers with the right opening price points, the right price, the right promotional, opportunities, and the right brand marketing against what are really a collection of iconic and wonderful brands that I've already said do respond to investment.