This was one of those projects where I got to bring together a lot of what I love: food, culture, creators, brand building and storytelling. Kraft Heinz wanted a more meaningful relationship with consumers, so we created a recipe app that gave people a reason to spend time with the brand.I was involved from the ground up: shaping the brand, choosing creators, writing recipes and content, defining how the experience should work, and developing the advertising around it. I worked closely with the client for two years, becoming a true extension of their team and helping grow the platform into a loyal community of cooks.Skills: Brand strategy, creative direction, content strategy, copywriting, creator strategy, digital experience, client partnership, integrated campaigns.400K+ installs · 4.5 App Store rating · 73% engagement · 2025 Webby Award
This was one of those projects where I got to bring together a lot of what I love: food, culture, creators, brand building and storytelling. Kraft Heinz wanted a more meaningful relationship with consumers, so we created a recipe app that gave people a reason to spend time with the brand.I was involved from the ground up: shaping the brand, choosing creators, writing recipes and content, defining how the experience should work, and developing the advertising around it. I worked closely with the client for two years, becoming a true extension of their team and helping grow the platform into a loyal community of cooks.Skills: Brand strategy, creative direction, content strategy, copywriting, creator strategy, digital experience, client partnership, integrated campaigns.400K+ installs · 4.5 App Store rating · 73% engagement · 2025 Webby Award
This was one of those projects where I got to bring together a lot of what I love: food, culture, creators, brand building and storytelling. Kraft Heinz wanted a more meaningful relationship with consumers, so we created a recipe app that gave people a reason to spend time with the brand.I was involved from the ground up: shaping the brand, choosing creators, writing recipes and content, defining how the experience should work, and developing the advertising around it. I worked closely with the client for two years, becoming a true extension of their team and helping grow the platform into a loyal community of cooks.Skills: Brand strategy, creative direction, content strategy, copywriting, creator strategy, digital experience, client partnership, integrated campaigns.400K+ installs · 4.5 App Store rating · 73% engagement · 2025 Webby Award
DISCIPLINES
Brand strategy · Creative direction
