"We asked ourselves why we weren't being as creative as we should be," Patricio says. "We set out to redefine our creative ambition, across the entire company, not just in marketing." Along with attention-grabbing marketing campaigns, he moved to strengthen Kraft Heinz's portfolio by selling off weaker brands, reducing exposure to commodity costs and avoiding competition with store brands. He used the proceeds of selling the natural cheese and nuts businesses in 2020 to pay down debt, fund growth investments and mitigate cost inflation. Kraft Heinz caught a huge break that year when pandemic lockdown orders shuttered restaurants across the country, forcing consumers to stock up at grocery stores. Sales rose 4.8% to $26.2 billion in 2020 after sinking 4.9% in 2019. Last year, as lockdowns loosened, sales slipped slightly .5% to $26 billion. Net income nearly tripled to $1.01 billion in 2021. Patricio's real test starts now, as people get back into the groove of consistently eating outside the home.