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No signs of 11.11 festival fatigue in China, Kraft Heinz CMO says

Sales season has arrived, as global shopping festival Singles Day (or 11.11) kicks off on Thursday. Started by Alibaba in 2009, 11.11 is now the largest shopping festival globally, with upwards of 250,000 brands competing for the attention of online shoppers.  Speaking at VMLY&R Commerce’s Doubling down on double 11 in APAC webinar, Kraft Heinz APAC’s chief marketing officer, Dhiren Amin, discusses brand building, how to create memories around purchases and the threat of festival fa