Rewiring a legacy brand for modern feeds
As Creative Lead at the Kraft Heinz Kitchen, I led the concepting, scripting, and production of social ideas that re-energized a legacy brand across markets. From trend-hacks that broke TikTok records to witty provocations rooted in culture, we showed Heinz could be playful, local, and unmistakably current.
It has to be Sai…?
Carlos Sainz’s name has long rhymed with Heinz in fan memes. At his home race in Barcelona, we couldn’t say his name, Ferrari, or even Formula 1. Bummer. So we leaned into the rhyme. A cryptic wink fans instantly decoded gave Heinz a sly slipstream into race-day chatter.
Überlecker Mayo Mania
To amp up Heinz’s mayo obsession in Germany, we launched a social campaign celebrating the country’s favorite condiment in the most over-the-top way possible. One TikTok in particular flipped the trending “fridge-stocking” format into a mayo fever dream: bottles on every shelf, mayo ice cubes in the freezer, mayo mayo mayo. The absurdity clicked: it racked up 3M+ views, 29K shares, and over 3K comments, breaking Heinz’s TikTok engagement record across Europe.
Pasta for Ketchup
For World Pasta Day, we created a cheeky social campaign across Italy that leaned into one of the country’s biggest culinary taboos: ketchup on pasta. The idea? A Heinz pasta box made for ketchup lovers bold enough to commit the crime. And the twist? Relax, it’s just curly fries.
Provocation
Say It Right Spain
In Spain, Heinz often gets mispronounced as “Ains.” Which, funny enough, is exactly how you’d say it if the brand were spelled with an A: Hainz. The same way Spaniards pronounce their F1 hero, Carlos Sainz. Instead of fighting it, we imagined embracing it: turning the slip-up into a playful, hyper-local brand truth.
Provocation
Silent Ketchup
Everyone knows the embarrassing squeeze-bottle fart. Our absurd solution? A “Silent Edition”refined glass jar, promising “fart-free spreading.”