Kraft Heinz: Win the Spread

For Super Bowl season, Kraft Heinz brought its iconic brands together for an integrated tailgating program spanning game-day recipes, product storytelling, and a shopper sweepstakes.

I led art direction across the full campaign toolkit, building a flexible visual system designed to scale across nationwide retail partners, formats, and touchpoints. The system needed to work just as effectively for sweepstakes-driven promotional messaging as it did for recipe-focused storytelling, while maintaining a recognizable campaign identity across print, digital, social, and video.

I also art directed a full-scale photoshoot featuring the program’s tailgating recipes and product lineup, overseeing the visual approach from food styling and product composition to set design and final photography. The resulting asset library and toolkit gave retailer teams a cohesive but adaptable foundation—allowing the campaign to flex across different retailer needs and executions while still looking cohesive.