Kraft Heinz advertising spend, FY2025
Kraft Heinz (KHC) reported $1.1B of advertising expense for the fiscal year ended Dec 27, 2025. That is 4.3% of revenue of $24.9B. Up 4.1% from FY2024.
Key facts
- Ad spend is 1.0x its FY2020 level ($1.1B), faster than revenue (1.0x).
- FY2025 is the highest year on file, going back to FY2014.
- Largest increase +67.1% in FY2019; largest cut -11.2% in FY2017.
- Ad spend is 4.3% of revenue, up from 4.1% in FY2020.
- Kraft Heinz spends more on advertising than 81% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2025 | Dec 27, 2025 | $1.1B | +4.1% | $24.9B | 4.3% | AdvertisingExpense | 10-K Feb 12, 2026 |
| FY2024 | Dec 28, 2024 | $1B | -3.7% | $25.8B | 4.0% | AdvertisingExpense | 10-K Feb 12, 2026 |
| FY2023 | Dec 30, 2023 | $1.1B | +13.3% | $26.6B | 4.0% | AdvertisingExpense | 10-K Feb 12, 2026 |
| FY2022 | Dec 31, 2022 | $945M | -9.0% | $26.5B | 3.6% | AdvertisingExpense | 10-K Feb 13, 2025 |
| FY2021 | Dec 25, 2021 | $1B | -2.9% | $26B | 4.0% | AdvertisingExpense | 10-K Feb 15, 2024 |
| FY2020 | Dec 26, 2020 | $1.1B | +9.6% | $26.2B | 4.1% | AdvertisingExpense | 10-K Feb 16, 2023 |
| FY2019 | Dec 28, 2019 | $976M | +67.1% | $25B | 3.9% | AdvertisingExpense | 10-K Feb 17, 2022 |
| FY2018 | Dec 29, 2018 | $584M | -7.2% | $26.3B | 2.2% | AdvertisingExpense | 10-K Feb 17, 2021 |
| FY2017 | Dec 30, 2017 | $629M | -11.2% | $26.1B | 2.4% | AdvertisingExpense | 10-K Feb 14, 2020 |
| FY2016 | Dec 31, 2016 | $708M | n/a | $26.3B | 2.7% | AdvertisingExpense | 10-K Jun 7, 2019 |
| FY2014 | Dec 28, 2014 | $241M | n/a | n/a | n/a | AdvertisingExpense | 10-K Feb 23, 2017 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to Kraft Heinz in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 57 | DraftKings | $1.1B | 18.6% | +7.2% | FY2025 |
| 58 | Coupang | $1.1B | 3.2% | +16.2% | FY2025 |
| 59 | Molson Coors Beverage | $1.1B | 8.4% | 0.0% | FY2025 |
| 60 | Citigroup | $1.1B | 1.3% | -1.4% | FY2025 |
| 61 | Wells Fargo | $1.1B | 1.3% | +25.9% | FY2025 |
| 62 | Rocket Companies | $1.1B | 16.3% | +32.0% | FY2025 |
| 63 | Kraft Heinz | $1.1B | 4.3% | +4.1% | FY2025 |
Questions
How much does Kraft Heinz spend on advertising?
Kraft Heinz spent $1.1B on advertising in fiscal 2025, the year ended Dec 27, 2025, according to its 10-K filed Feb 12, 2026.
What percentage of revenue does Kraft Heinz spend on advertising?
4.3% of revenue in fiscal 2025 ($1.1B of $24.9B). The median across the 336 companies tracked is 5.2%.
Is Kraft Heinz spending more on advertising?
Yes. Ad spend rose 4.1% in fiscal 2025 from fiscal 2024.
How does Kraft Heinz rank by advertising spend?
#63 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Kraft Heinz's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2025, filed Feb 12, 2026
- Accession number
0001637459-26-000009- Company
- Kraft Heinz Co, CIK 1637459, SIC 2030 (Canned, Frozen & Preservd Fruit, Veg & Food Specialties)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Kraft Heinz advertising spend, FY2014-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 12, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/kraft-heinz/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies