The popular cheese brand owned and marketed by diverse global food company, Kraft Heinz

Kraft & Feeding America: Huddle to Fight Hunger

A Facebook app allowing people to donate meals to Feeding America.

In September – Hunger Action Month – Kraft launched Huddle to Fight Hunger with a goal of donating 20 million meals to Feeding America. People were able to donate meals by purchasing Kraft brands, liking the Kraft Foods Facebook page, and getting touchdowns in the Huddle to Fight Hunger Facebook app. The campaign culminated with a charity football game, the Kraft Fight Hunger Bowl in January. Kraft surpassed their 20 million meals goal.

Huddle to Fight Hunger is a “quiz show” type game. Each correct answer moves the football toward the end zone. Every touchdown is equal to donating one meal to Feeding America.

Role - Sketching, layout, design

A Touch of Philly Banner Ads

Banner ads promoting Kraft’s “Touch of Philadelphia” shredded cheese product.

Kraft wanted to drive purchases of their “Touch of Philadelphia” shredded cheese product and as part of a multi-prong campaign. Part of that activation came in the form of rich media banner ads. All clicks from this banner drive to the Kraft e-commerce site where people could buy Philadelphia cream cheese at a discount. The banners are interactive and allow people to roll over different tabs and click to view and print a recipe for each flavor of cheese.

Role - Concept, art direction, sketching, layout, design

  • Homepage Refresh

    Homepage refresh for the Kraft.com homepage.

    Kraft wanted to refresh their homepage with a completely new look and feel. They were looking to put a focus on food photography, surface their original recipes, and add unique and modern UI elements.

    Role - Sketching, layout, design.

  • Make Something Amazing Landing Pages

    Landing pages refresh on Kraft.com leveraging the “Make Something Amazing” marketing campaign.

    "Make Something Amazing" was a campaign to change the perception that Kraft uses processed ingredients and to make families feel good about serving Kraft products during the summer months.

    Role - Art direction, sketching, layout, design

  • Philadelphia Cream Cheese Recipe Landing Page

    Landing page refresh for the Spanish language Philadelphia Cream Cheese recipes on Kraft.com.

    Role - Art direction, sketching, layout, design