Footballidays

Tasked with increasing Kraft Heinz product purchases throughout football season, our team developed the concept of Footballiday—a campaign that blended the excitement, traditions, and togetherness of the holidays with the rituals of game day. The idea encouraged consumers to treat every football weekend as a celebration, creating more occasions to gather, entertain, and enjoy a variety of Kraft Heinz brands throughout the season.

To bring the platform to life, I partnered closely with an illustrator to establish a distinctive visual identity inspired by vintage holiday artwork and the warmth of classic Americana. Drawing from the storytelling sensibilities of Norman Rockwell, we created a richly detailed illustration style that elevated the campaign beyond traditional sports marketing and reinforced the emotional connection between food, family, and fandom. The resulting creative system provided a unique and ownable look for the program while helping unite multiple Kraft Heinz brands under a single seasonal idea that could flex across shopper, retail, and promotional touchpoints.

Client Kraft Heinz
Services Sr. Art Director
Year 2023
Awards Gold Addy - Illustration / Art Direction / Campaign