Kraft Heinz
At Kraft Heinz, I wrote and conceptualised the Instagram posts for continental Europe. During the month of May we covered Burger Day, Barbecue Day, Mother’s Day, Star Wars Day and the Met Gala on our Instagram, all during May 2023.
Other projects worked on during my time at K.H were relaunching vegan mayo on the Italian market, a TVC script for Karvan Cevitam, and renaming of the squeezy bottle for Kraft Mayo (formerly named the “top-down bottle”).
Art Director: Hakan Simsek
This is a concept I came up with and briefed to the creative team.
When Heinz launched their vegan mayo in 2020, everyone was impressed and the nearly all the vegans stopped being angry – this, however, was not the case for the Italians. The Italian palate is an esteemed one, and Heinz vegan mayo had insulted it.
The Italians chased the Heinz chefs back into the kitchen with pinched fingers and shaking fists, and told Heinz to do better.
Three years later, Heinz released something that would make Nonna proud.
I was tasked with writing an apology to the Italians on Instagram and TikTok, reassuring them that Heinz’s new vegan mayo is now 100% natural and 100% tastier. To accompany the copy, I conceptualised a motion graphic capturing the natural ingredients of the mayo.
In-post copy:
DISCOVER THE NEW VEGAN MAYO
100%
NATURAL ORIGIN
HEINZ TASTE
Caption:
Vegans, give us another chance.
We've gone back to our kitchen and have cooked up an even better mayonnaise just for you.
100% naturally sourced Heinz flavour.
Try our new and improved Heinz vegan mayo at your next barbecue.
Better mayo for better memories.
#HeinzVeganMayo #MayoForAll
Heinz Vegan Mayo (Italy)
Star Wars Day (UK)
Mother's Day (UK)
Mother's Day (Spain)
Ketchup Day: The Perfectionist (Italy)
Ketchup Day: The Dipper (Italy)
Ketchup Day (Netherlands)
![Ketchup Day: The Perfectionist (Netherlands). [Caption:] With Ketchup Day approaching, we encourage you to bring your differences to the
table.
The Drip Perfectionist. The Albert Einstein of dinnertime.
You are meticulous, calculating and an overthin](https://images.squarespace-cdn.com/content/v1/6554bddda256e9554638c4b8/3a564a94-037c-4c6d-8ea4-3f14acba5af8/Screenshot+2023-06-12+at+19.09.51.png)
Ketchup Day: The Perfectionist (Netherlands). [Caption:] With Ketchup Day approaching, we encourage you to bring your differences to the table. The Drip Perfectionist. The Albert Einstein of dinnertime. You are meticulous, calculating and an overthinker in the best way possible. We bet you only ever wear matching socks. And we respect it. Keep the drip going. Tag your friend who is a Perfectionist! #TheDripPerfectionist #SauceUpYourStyle #KetchupDay
![Ketchup Day: The Dipper (Spain). [Caption:]
Happy Ketchup Day! What a day to be a dipper.
All eyes are on you as you plunge your burger into a pool of Heinz tomato
ketchup.
Your family worry about you, but your friends idolise you.
Keep dipping, you](https://images.squarespace-cdn.com/content/v1/6554bddda256e9554638c4b8/d0703b2d-f9db-4d08-9e36-f5fedb24c0d0/Screenshot+2023-06-12+at+19.11.14.png)
Ketchup Day: The Dipper (Spain). [Caption:] Happy Ketchup Day! What a day to be a dipper. All eyes are on you as you plunge your burger into a pool of Heinz tomato ketchup. Your family worry about you, but your friends idolise you. Keep dipping, you legend. Tag your friend who is a Dipper! #TheDipper #SauceUpYourStyle #KetchupDay
Ketchup Day: The Dipper (Germany)
Ketchup Day: The Perfectionist (Germany)
Kraft Mayo
![Father's Day: Family Portrait. [Caption:] It's a family affair 🙅
Today isn't just for the Dads, it's a celebration for all of you.
Get together and raise a bottle of Heinz to family.
Share your Heinz meal family snaps with by tagging us.
Memories ar](https://images.squarespace-cdn.com/content/v1/6554bddda256e9554638c4b8/2c4a3f8c-5dec-43f2-8d9e-d8f3705a4df5/Screenshot+2023-06-12+at+20.10.58.png)
Father's Day: Family Portrait. [Caption:] It's a family affair 🙅 Today isn't just for the Dads, it's a celebration for all of you. Get together and raise a bottle of Heinz to family. Share your Heinz meal family snaps with by tagging us. Memories are best served with Heinz. #HeinzFathersDay #HeinzFamily
Burger Day: The Heinz Hogger (Netherlands)
Burger Day: The Innovator (Netherlands)
Burger Day: The Innovator (Netherlands)
Barbecue Day
Burger Day (Germany)
Burger Day: Heinz Hogger (Italy). [Caption:} It’s Burger Day! No burger is complete without a slather, dollop, or perhaps just a drip of Heinz. We all love burgers, but how do you sauce up your style? Heinz Hoggers – We see you 👀 You’re loveable chaos. Your irrational love for Heinz shows in excessive amounts of flavour, pushing the boundaries of sauciness. We love you too, Hoggers. Tag your friend who is a Hogger! #TheHeinzHogger #SauceUpYourStyle #HeinzBurgerDay
![Burger Day: The Innovator (Italy).
[Caption:]
Three days until Burger Day! How do you plan to sauce up your burger?
Innovators unite!
You are artists of your trade. A palette of colour on your plate is a palate of
flavour in your mouth. You welcome](https://images.squarespace-cdn.com/content/v1/6554bddda256e9554638c4b8/1700081913477-661BE7EFSG67ML56YBY9/Screenshot%2B2023-06-01%2Bat%2B11.15.24.jpg)
Burger Day: The Innovator (Italy). [Caption:] Three days until Burger Day! How do you plan to sauce up your burger? Innovators unite! You are artists of your trade. A palette of colour on your plate is a palate of flavour in your mouth. You welcome change and crave adventure. Never stop exploring. Tag your friend who is an Innovator! #TheInnovator #SauceUpYourStyle #HeinzBurgerDay
Burger Day: The Innovator (Italy)