Rewiring a legacy brand for modern feeds
At the Kraft Heinz Kitchen, I've been lucky to redefine social-first content for Europe, moving from brand-heavy campaigns to culturally rich storytelling. From engaging TikToks to vibrant Instagram posts to …. yawn.
I led creative ideation on bonkers ideas.
It has to be Sai…?
Challenge: Engage Formula 1 fans during Carlos Sainz’s home race without saying his name, or Ferrari, or F1. Easy.
Solution: A clever, indirect nod to Carlos Sainz during the Spanish GP.
Result: Strong organic reach and engagement across motorsport communities.
Amping up Heinz Mayo obsession in Germany
Challenge: Boost visibility for Heinz Mayo in Germany.
Solution: Culturally relevant, humorous content tailored to German audiences.
Result: Millions of views and a surge in audience interaction for the first time in brand’s history.
This one got millions of views and had our SMM peacekeeping comment section wars.
Pissing off Italians by introducing a new pasta… for ketchup.
Challenge: Break through in a hostile market.
Solution: A provocative idea leaning into taboo.
Relax, it’s just curly fries.
Getting Spain to finally say our name right
Challenge: Increase brand saliency in Spain.
Solution: A cheeky participatory campaign prompting Spaniards to pronounce the brand name correctly.
All it needed was an A.
Silent ketchup for a fart-free experience
Challenge: Turn an everyday annoyance into a brand moment.
Solution: Introduced “silent ketchup” to address the plastic bottle’s infamous squelch.
