Content at the Speed of Culture
The Kitchen was built to take the iconic brands at Kraft Heinz into a new era of marketing powered by culture, creativity, and collaboration. Part of our success and superpower was driven by our newsrooming process. This agile process helped us unearth insights, generate ideas, and obtain quick approvals within minutes. Which empowered brands to join the moment, and the conversation, while it was still relevant.
Enjoy a taste of some of my favorite reactive social content and the cultural moment it was inspired by.
When the world was talking about a famous presidential tantrum involving ketchup…
Heinz chimed in with a reco on a better use of the condiment.
When a man survived for 24 days adrift at sea on nothing but ketchup and spices…
Heinz got people and press to help us find him so we could give him a new boat.
When a movie featuring hot dog hands won big at the Oscars…
Oscar Mayer released an Instagram filter to help fans join the celebration.
When a 3rd grader wrote a song about her love for Mac & Cheese…
Kraft made her famous.
When Beyoncé unveiled the album cover for her album Renaissance…
Oscar Mayer stole her look, and some of the attention.
When Miley released an epic self love anthem…
Kraft Mac & Cheese celebrated and leveraged the moment as a reminder to help yourself.
When Chrissy Teigen playfully “Kraft Shamed” John Legend for making Kraft Mac & Cheese
Kraft came to John’s defense with a custom box that sparked more social banter between the famous couple.
How the sausage is made.
Part of my job at The Kitchen was helping investors and leadership understand the value of our team and how we work. This video was created to give the board of directors a sneak peak into the newsrooming process and a peak into the creative culture we were building inside Kraft Heinz.