Over the past 150 years, Heinz has built a legacy brand that’s beloved by millions of fans across the globe. Yet the lessons it’s gleaned could apply to any large marketing organisation facing the fundamental issues of today: how do you evolve a legacy brand? How do you unify storytelling for a global organisation? How do you grow when you're the leader of your category? In this session, Diana Frost, Chief Growth Officer at the Kraft Heinz Company, will share how any brand can modernise and evolve by tapping into its fans' unique, irrational truth. — The Creative Impact content stream at Cannes Lions is co-curated with WARC, the authority on marketing effectiveness. —