Lady Lunchington

As consumers settled into work-from-home routines, lunchtime became increasingly transactional, with many people eating between meetings or opting for whatever was quickest and most convenient. Kraft Heinz challenged us to encourage consumers to reclaim the lunch hour by making themselves a sandwich worth slowing down for. The resulting campaign, Only Your Sandwich Should Be Workin' It, positioned lunch as a small daily indulgence and celebrated the care, creativity, and enjoyment that goes into building the perfect sandwich.

To bring the idea to life, I helped develop a highly stylized visual world that elevated everyday sandwich ingredients into something extraordinary. Through bold art direction, rich color palettes, elevated food styling, and carefully crafted photography, the campaign transformed a familiar lunch staple into a craveable centerpiece. The resulting creative system united Heinz, Claussen, Oscar Mayer, and Kraft Singles under a single platform, inspiring consumers to make more of their midday meal and turn an ordinary lunch break into a moment worth savoring.