Working with Heinz, I led the creative direction and delivery of an integrated branded content campaign designed to strengthen the brand’s position within the premium pasta sauce category and connect the product with Australian food and lifestyle audiences.
My role combined marketing strategy, creative direction, influencer marketing, campaign development, project management and content production, translating the client brief into an audience-led campaign built around demonstrating the versatility of Heinz pasta sauce.
At the centre of the campaign was a series of six influencer-led recipe videos, each demonstrating a different way to incorporate Heinz pasta sauce into everyday cooking. Working with creators allowed the campaign to move beyond traditional product advertising and show the product being used within practical, engaging food content designed for digital and social audiences.
I led the campaign from initial concept and pre-production through to creative execution and distribution, coordinating influencer content, video production, design, motion graphics and digital advertising while maintaining consistency with the Heinz brand and broader campaign objectives.
The video series was supported by a wider suite of digital campaign assets, extending the creative across Billboard+ advertising, high-impact digital placements, branded content and social media. This created multiple audience touchpoints and allowed the central campaign idea to work across different formats and stages of the customer journey.
The resulting campaign brought together influencer storytelling, recipe content, video and digital advertising into a cohesive integrated marketing campaign, using useful and entertaining food content to place Heinz naturally within the everyday cooking experience.
The campaign transformed a traditional product message into an audience-focused content strategy, producing six original influencer-led recipe videos that demonstrated the versatility of Heinz pasta sauce through practical, accessible meal inspiration.
Rather than relying on a single campaign execution, the creative was developed for distribution across branded content, video, social media and high-impact digital advertising, creating multiple opportunities for audiences to discover and engage with the product.
The influencer-led approach gave the campaign authentic voices and practical demonstrations of the product in use, while the broader digital campaign extended those stories beyond individual creator audiences and across the FeedsMEDIA network.
Leading the campaign across both marketing and creative allowed me to maintain a consistent strategy from initial brief through production and distribution, balancing Heinz’s established global brand identity with content specifically designed for Australian food and lifestyle audiences.
