At Wieden+Kennedy New York, I helped develop the strategic foundation for two powerful campaigns that redefined how Heinz shows up—not just in culture, but in community. These initiatives weren’t just ads—they were commitments. And they marked a pivotal moment in both brand history and my personal growth as a strategist.

Heinz for Diners launched at the height of the COVID-19 pandemic to support the small, independent diners that have long been part of the brand’s identity. Through direct $2,000 grants, Heinz provided over $1 million in relief to 500+ diners across the U.S. I supported strategy by conducting qualitative research, identifying proof points, and helping shape the campaign’s storytelling to ensure it honored these spaces with respect—not pity. The goal wasn’t just visibility; it was solidarity.

Shortly after, I helped shape the early strategy for the Black Kitchen Initiative—a bold step forward in how Heinz responded to the racial justice movement. I played a key role in finding an authentic, brand-rooted way for Heinz to speak out following the Black Lives Matter protests. My contributions included insight development, cultural tension mapping, and defining the narrative guardrails that kept the work from being performative. I pushed the brand to focus less on what to say and more on what it was willing to do—a shift that helped position the campaign as a long-term investment, not just a moment.

This work was also a personal inflection point.

After watching brands issue empty statements in 2020, I realized I could no longer stay silent in the room. This was the project where I found power in my candor—asking the hard questions, speaking truth to brands, and making sure our work was rooted in accountability, not aesthetics.