Rewriting recipes for the digital space

While working at Kraft Heinz, I was on the My Food and Family team as a creative lead. My responsibilities were implementing the brand guidelines across all platforms including photography, website, social, magazine and outside brand collaborations.

My main task was managing an in-house food photography production team and art directing the shots. Every week, we put together a small shoot focusing on 4-6 recipes. I was responsible for creating pre-production documents with a shot list, example images, and prop direction. I also selected props from the in-house prop library, or shopped for new things to make sure we were setting the right tone. With these new images, we implemented a new look and feel that was being implemented across our website and social accounts.

Client:
Kraft Heinz

Timing:
2018-2019

Role:
Art Director and Designer

Credits:
Scott Fine (Photographer), Soyoung Shin (Food Stylist and Prep), Julie Gulik (Recipe Developer), Accenture MXM (Agency Partner for some shoots)

Three bowls of French onion soup topped with melted cheese and croutons, with a plate of garlic croutons and sprigs of thyme on a white table.
A bowl of pasta salad with chunks of cheese, pickles, and vegetables, garnished with dill, on a grey tablecloth with a fork on a small white plate next to it and a glass of dill on the side.
Blue plate with breaded chicken pieces, celery sticks, and carrot sticks, along with blue and pink forks, placed on a wooden table. Next to the plate is a child's drawing of a boat and fish, colored with crayons, and some small colorful toys.
A football-shaped toy and several bowls of chili with cheese, sour cream, chopped green onions, and cilantro on a grass surface.
Bacon-wrapped jalapeño poppers on a white plate, with more on a black baking sheet, on a wooden surface with a beige cloth nearby.
Rectangular spinach and artichoke pizza on a wooden cutting board with a pizza cutter, white and blue cloth, and a white napkin.
Two opened wraps with lettuce, cucumber, tomato, and bacon on a wooden surface, with a spoon and a gray-striped cloth nearby.
Oatmeal chocolate chip cookies on a cooling rack next to a glass of milk on a light wooden surface.
A flat lay of a white wooden surface with sliced watermelon, blueberries, and star-shaped watermelon pieces being cut with metal cutters. A bowl of watermelon and blueberries, a handful removing watermelon slices, and a smartphone displaying a recipe website are also visible.

Social Media Application

Part of the social branding was including brand colors, fonts, and overlays to imagery to have a fun look and feel for social and marketing uses. On social media channels, we created buckets for content to live, based on the analytics for what our followers wanted to see. We focuses in on our current demographics while also targeting younger users and millennial families as well.

Open food magazine on a wooden table featuring cupcakes with sprinkles, mini cheese cups, and fruit bites, with a laptop, a tablet displaying a food website, a notepad, and a small potted cactus nearby.
Football-shaped rice cereal treats dipped in chocolate and decorated with white chocolate lines to resemble football laces, arranged on a baking sheet.
Close-up of two breakfast egg burritos on a black plate, with scrambled eggs, green peppers, and melted cheese inside, served on a dark cloth napkin.

Eye-catching movement

We focused on the bright colors we chose during the rebranding and created GIFs or recipe detail call-outs to create eye-catching social posts. Leaning in to the popularity of recipe flatlays, we did a variety of recipes showing the simplicity of the recipes, while leaning into the beauty of the ingredients.

Tray of cooked chicken fajitas with sliced bell peppers, two small bowls of chopped cilantro and shredded cheese, flour tortillas in foil, and a wooden spoon on a green surface.
The image shows a blue background with three decorated donuts and the text 'Go Nuts for Donuts'
Four ham and mac and cheese cups topped with pepperoni, black olives, and chopped tomatoes, arranged on a teal background with text that reads "Snack to School"