For Heinz’s Super Bowl 2021 campaign, Find the Goodness, I played a key role in developing the creative and brand strategy that repositioned Heinz as more than a household name—it became a source of warmth and joy in a complicated time.

Rooted in the idea that “goodness” is something we find in small, everyday moments, the campaign reframed Heinz as a symbol of comfort, consistency, and connection. I led the insight development process and helped define the narrative direction that tied product to emotion—turning simple acts (like reaching for ketchup at the table) into something meaningful.

This work culminated in a multi-channel campaign that debuted during the Super Bowl, reaching millions with a message that resonated far beyond game day. Through a hopeful, human lens, we reminded people that Heinz isn’t just what’s on the table—it’s part of the moment.