Kraft Heinz

INDUSTRY: CPG WORK: Digital Brand Refresh & Relaunch

Iconic Kraft Heinz was losing relevance as younger, health & budget conscious audiences took notice of disruptor brands and cheaper alternatives. At the heart of this disconnect was a dated, digital ecosystem collecting zero data with minimal ability to keep up with content needs and award winning, above-the-line campaign work. The brands weren’t showing up where their customers engaged and they weren’t learning anything about this audience their business so desperately depended on.

Serving as Creative Director across the digital brand portfolio for 3 years, my team re-designed and relaunched 100s of global brand experiences and crafted a robust design system to support them.

We defined the KH Mac & Cheese brand in digital and reinvented recipe content across the portfolio. With the advent of AI, we created the first KH AI cooking assisitant, Ai.Oli, and launched an AI augmented creator platform for home cooks, What’s Cooking. The culmination of all this work lead to the creation of Tastemaker, an AI powered marketing tool for product innovation, evaluation, concepting, and generating on-brand content at scale.

Tastemaker’s success was showcased on-stage at Google Next 2025 and highlighted in a Forrester report that same year. Our other work scored multiple Webby’s, MACH Awards & internal Golden Noodle recognition within Kraft Heinz.

Next Project
Previous Project