Kraft Heinz’s work with Nichefire took the stage at The Social Intelligence Lab’s 2025 Demo Day. Dan Rucolas, who led foresight, trends and social intelligence at Kraft Heinz, joined Nichefire founder and CEO Michael Howard to explain how the companies built an ongoing process for identifying trends. Nichefire’s session overview
The discussion centered on Kraft Heinz’s Away From Home business. Nichefire’s cultural intelligence helped the team investigate emerging behavior and connect it to product innovation and activation. Their presentation followed the work from broad cultural change into specific opportunities for brands and customers.
A customer appearing alongside the company gives leaders a useful place to begin their own evaluation. The session connects the capability to a business strategy, with the person responsible for the work explaining its application. Teams assessing cultural intelligence can listen for how research gets used inside the organization and where a finding becomes a decision.
The full recording is available below. HauerX’s accompanying Kraft Heinz Insight examines the approach in more depth and explains the Cultural Intelligence Workshop available through Jason.
Watch the Kraft Heinz and Nichefire session
Nichefire helps commercial teams investigate cultural shifts and the opportunities they create for brands.
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