Projects
Kraft Heinz x Deadpool & Wolverine — “Can't Unsee It”
One of the most talked-about brand campaigns of 2024. Heinz leveraged the global release of Marvel's Deadpool & Wolverine by pointing out the obvious: Deadpool's red suit = Heinz Ketchup. Wolverine's yellow suit = Heinz Mustard. The campaign launched under the hashtag #NowYouCantUnseeit — and the internet agreed. The creative was developed by Rethink (Toronto) and became one of the most awarded campaigns of 2024–2025.
My Role — Media Planner at dentsu: As the Media Planner on the Kraft Heinz account at dentsu, I contributed to the media strategy and planning that supported this campaign — including channel selection, audience targeting, and coordinating media buys to ensure the creative reached maximum scale during the film's peak theatrical window in Summer 2024.
Awards & Recognition:
- Cannes Lions 2025: Gold Lion (Media) • Silver Lion (Entertainment)
- D&AD 2025: Graphite Pencil (Media/Integrated) • 2× Wood Pencil (Integrated/Collaborative Campaigns & Entertainment/Integrated)
- The One Show 2025: Bronze Pencil (Integrated/Omnichannel Campaign) • Merit Award (Branded Entertainment)
- Strategy Marketing Awards: Gold
- ADCC Awards 2025: 2× Gold (Out of Home & Cinema)
The campaign's viral success demonstrated how smart cultural timing and bold creative can turn a condiment into a pop-culture moment — garnering millions of impressions and widespread earned media coverage globally.
Canada Soccer — "Our Game Now" Jersey Swap
Ahead of the 2026 FIFA World Cup, Canada Soccer hosted a jersey swap event outside Café Diplomatico in Toronto's Little Italy on April 4, 2026. Hundreds of Italian-Canadian fans lined up to trade their Italy jerseys for Canada's new "Our Game Now" 2026 World Cup kits. In a surprise twist, Canada Soccer didn't take any Italy jerseys — instead giving away free 2026 jerseys and posters to all attendees. The event drew massive crowds and generated widespread media coverage from CP24, TSN, Toronto Star, and 6ixBuzzTV, trending across social media with over 10K engagements.
Tangerine — Bike For Free Day
To amplify June 14th Bike For Free Day, Tangerine (with agency partner Rethink) deployed a series of bold OOH installations across Toronto — literally tucking cars in for a nap under bright-orange Tangerine-branded duvets at Green P parking lots. The campaign invited Torontonians to give your car a little rest and ride free via the Bike Share Toronto app.
Tangerine, the exclusive presenting partner of Bike Share Toronto since 2023, partnered with Bike Share Toronto to offer free rides on June 14th. In 2024, nearly seven million riders used Bike Share Toronto — a year in which e-bike usage spiked by 144% and annual memberships grew by 14%. The movable-billboard duvets were upcycled and donated to Tangerine Project Forward partners after the campaign wrapped.
Source: Strategy Online — June 2025
KD — Frozen Launch
Media Planning | Kraft Heinz
As a Media Planner at dentsu (Carat), I supported the media strategy for the launch of KD Frozen (2024), bringing the iconic Kraft Dinner brand into the frozen aisle for the first time. The ready-to-heat frozen mac and cheese entrées were introduced across Canadian grocery retailers including Sobeys, FreshCo, and Safeway. The media plan drove awareness of the new product format through digital advertising, in-store activations, and social content, positioning KD Frozen as a convenient, premium option for consumers seeking the classic KD taste in a quick, heat-and-eat format.
Philadelphia Cream Cheese — “Bonuts”
hPhiladelphia launched “Bonuts” — cream cheese filled bagel-donut hybrids — as a limited-edition product innovation that merged two beloved breakfast items into one shareable treat. The campaign leaned into food culture and social media trends to generate organic buzz and trial.
My Role — Media Planner at dentsu: Contributed to the media planning and channel strategy supporting this product launch, helping to coordinate digital and social activations to maximize awareness and drive consumer excitement.
KD — "Spoon KD"
Media Planning | Kraft Heinz
As a Media Planner at dentsu (Carat), I contributed to the media strategy for KD's "Spoon KD" campaign (2023). In a playful nod to the timeless fork vs. spoon debate, KD launched "Spoon KD" — positioning the spoon as the definitive utensil for eating Kraft Dinner. After over 50 years with a fork on the box, the campaign introduced the spoon front and center, sparking conversation and engagement across social media, digital placements, and in-store activations.
Heinz Ketchup — "Smack For Heinz"
Media Planning | Kraft Heinz
As a Media Planner at dentsu (Carat), I supported the media strategy for the "Smack For Heinz" campaign (2024). This interactive OOH activation placed ketchup-dispensing billboards outside famous Chicago hot dog stands and restaurants known for not serving Heinz. Fans could "smack" the billboard to receive a free Heinz ketchup packet, turning the classic physical act of tapping a bottle into a digital-physical experience. The campaign generated 366 million earned impressions, helped drive $8.4 million in new restaurant business, and outperformed social benchmarks by 157%.
Awards:
- 🏆 Strategy Agency of the Year 2024 — Winner
- 🏆 The One Club (ADC Awards) — Merit
Philadelphia Cream Cheese — “Irresistibly Fluffy”
A campaign focused on repositioning Philly Whipped cream cheese as the ideal “easy to serve” dip for snacking. The “Irresistibly Fluffy” creative highlighted the unique light texture of the product, shifting consumer perception away from traditional bagel-and-toast use cases toward a broader snacking occasion.
My Role — Media Planner at dentsu: Supported the media planning for this repositioning effort, helping to identify the right channels and audiences to communicate the new snacking positioning and drive product trial across Canada.
Heinz Ketchup — "The Wait"
Media Planning | Kraft Heinz
As a Media Planner at dentsu (Carat), I contributed to the media strategy for Heinz's global "The Wait" campaign (January 2024). Based on research showing that over two-thirds of diners prefer waiting for Heinz ketchup rather than eating without it, the campaign celebrated this "irrational love" through 15-second film spots, social media content on Instagram and TikTok, print ads, and high-traffic digital out-of-home placements. The campaign ran across Canada, the U.S., UK, Brazil, Chile, France, and the UAE as part of the broader "It Has To Be Heinz" brand platform.
KD — "Cancel Coverage"
Media Planning | Kraft Heinz
As a Media Planner at dentsu (Carat), I contributed to the media strategy for KD's "Cancel Coverage" campaign (2023). Tapping into Gen Z's embrace of JOMO (Joy Of Missing Out), KD created a fund to pay restaurant cancellation fees for consumers who chose to stay in with a box of KD instead of going out. The campaign was activated through social media, digital placements, and influencer content, positioning KD as the ultimate comfort food for nights in and resonating strongly with younger audiences who value authenticity over appearances.
Philadelphia Cream Cheese — “Schmear Socks”
To combat falling popularity among younger consumers, Philadelphia hijacked the launch of Nike's “Montreal Bagel Dunks” sneakers by releasing limited-edition, cream-cheese-themed socks with digital creator partnerships. The bold culture-jacking stunt drove a 15.3% sales increase and brought Philly back into the conversation with a new generation.
My Role — Media Planner at dentsu: Supported the media strategy for this campaign on the Kraft Heinz account, helping plan digital and social placements to amplify the cultural moment and maximize reach among the target youth demographic.
Philadelphia Cream Cheese — “A Little Taste of Hell”
Philadelphia targeted a new generation by introducing a limited-edition cream cheese that was 208× hotter than jalapeños. Featuring a “devil-horned” logo and bold black packaging, the product was sold exclusively through Uber Eats, bringing a “little taste of hell” to the brand and generating massive buzz on social media.
My Role — Media Planner at dentsu: Contributed to the media strategy and channel planning that supported this product launch, coordinating digital placements and partnership activations to drive awareness and trial among younger audiences.
Heinz Ketchup — "Ketchup Fraud"
Media Planning | Kraft Heinz
As a Media Planner at dentsu (Carat), I supported the media strategy for the Heinz "Ketchup Fraud" campaign (2023). The campaign exposed restaurants secretly refilling iconic Heinz glass bottles with inferior, generic ketchup. Using surveillance-style imagery across large-scale out-of-home placements, print ads, and digital channels, the 360-degree campaign reinforced Heinz's "It Has To Be Heinz" brand positioning. Consumers were encouraged to report offending restaurants, driving massive engagement and earned media. The campaign led to 33 new business accounts, an 8% sales increase, and a 0.6% market share gain.
Awards:
- 🏆 Cannes Lions 2023 — Gold
- 🏆 The One Show 2024 — 4 Awards
- 🏆 ADCC Awards — Gold
- 🏆 Epica Awards — Gold
- 🏆 D&AD — Graphite Pencil
Lunchables — “Goodbye/Hello”
In April 2024, Kraft Heinz marked the return of Lunchables to Canadian shelves after a 15-year absence with the nostalgia-driven “Goodbye/Hello” campaign. The two-part creative — featuring a press conference-style video titled “Goodbye, Canada” followed by the reveal — leveraged irony and nostalgia to reintroduce the iconic snack brand to a new generation of Canadian families, including a giveaway of 10,000 free samples.
My Role — Media Planner at dentsu: Contributed to the media planning and strategy supporting the Canadian relaunch of Lunchables, helping coordinate channel selection and media buys to maximize awareness and excitement around the brand's highly anticipated return to market.
Tingly Ted's — Ed Sheeran x Kraft Heinz
Media Planning | Kraft Heinz
As a Media Planner at dentsu (Carat), I supported the media strategy for Tingly Ted's, a hot sauce brand launched in 2023 through a collaboration between Ed Sheeran and Kraft Heinz. Named after Sheeran's childhood teddy bear, the "bland-busting" condiment launched in "Tingly" and "Xtra Tingly" flavors. The integrated campaign, titled "Catchup with Tingly Ted," featured TV spots, social video content across TikTok, Instagram, and YouTube, and outdoor advertising, starring Sheeran alongside a giant teddy bear mascot.
Kraft Peanut Butter — "QJar Codes"
Media Planning | Kraft Heinz
As a Media Planner at dentsu (Carat), I contributed to the media strategy for Kraft Peanut Butter's "QJar Codes" campaign (2024). To combat rising grocery prices, this innovative AI-driven campaign turned the residue left inside empty Kraft Peanut Butter jars into scannable QR codes, unlocking instant delivery of a new jar via SkipTheDishes. The campaign drove a 120% increase in sales during the campaign period. The media strategy included high-traffic OOH placements at Toronto's Yonge-Dundas Square, TV spots, and social media activations across Instagram and TikTok.
Awards:
- 🏆 Strategy Marketing Awards 2024 — 2× Bronze
MiO Energy — Influencer Campaign
Media Planning | Kraft Heinz
As a Media Planner at dentsu (Carat), I contributed to the media strategy for MiO Energy's influencer-driven campaign (2023–2024). The campaign leveraged creators on TikTok and Instagram to promote MiO Energy's product line to a younger, digitally-native audience. Key activations included the "Another Busy Morning" influencer series and "Squeeze" productivity content, focusing on themes of staying hydrated and energized. The media plan targeted high-impact digital placements and social-first content partnerships to drive awareness around MiO's rebranded energy line.
Kraft Peanut Butter — "Welcome Home Jars"
Media Planning | Kraft Heinz
As a Media Planner at dentsu (Carat), I supported the media strategy for Kraft Peanut Butter's "Welcome Home Jars" campaign (2023), an initiative welcoming newcomers to Canada. Partnering with Duolingo and featuring Nav Bhatia, the campaign replaced jar labels with welcome messages in five languages and included custom language resources and real-time interactive airport billboards. All limited-edition jars were claimed within hours of launch. The integrated media plan spanned contextually relevant OOH placements, social, and digital channels.
Awards:
- 🏆 Strategy Marketing Awards 2024 — Bronze (Integrated Campaign)
HEINZ — “Reintroducing Heinz” Mayo Launch
Media Planning | Kraft Heinz
As a Media Planner at dentsu (Carat), I supported the Canadian launch of HEINZ Mayonnaise-Style Sauces—a bold category entry rebranding HEINZ as more than just a ketchup brand. The campaign, developed with creative agency Rethink, introduced eight HEINZ Mayo Sauces (including new flavours like Pickle, Garlic Parmesan, and Smoky Bacon) with a 360° media plan spanning linear TV, connected TV, OLV, paid social, display, and NHL sponsorship integrations.
Elsa Hosk × UGG — “Iconic From the First Step”
For its Autumn/Winter 2025 campaign, UGG launched “Iconic From the First Step” — a cinematic celebration of the brand’s journey from the beaches of Southern California to the global fashion stage. Directed by Gia Coppola and styled by Jorden Bickham, the campaign stars a diverse cast of cultural icons including Sarah Jessica Parker, Stefon Diggs, Jeremy Scott, Rina Sawayama, and Alton Mason, with Elsa Hosk as the campaign’s lead.
Opening on the beaches of Venice Beach, California, Hosk guides the viewer through three chapters: Iconic Design, Iconic Style, and Iconic Feeling. The journey moves from UGG’s surf-culture origins to Jeremy Scott’s design studio, then on to the streets of Paris, a runway show, and finally a sheepskin-wrapped celebration with the full cast. Stockholm-born Hosk, known for fronting campaigns for Dior, Dolce & Gabbana, and Valentino, wears key AW25 styles throughout, including the Tazz, Classic Micro, and Classic Mini Dipper.
The campaign launched globally on August 21, 2025, running across digital media, out-of-home advertising, social media, e-commerce, and retail stores worldwide.
Source: Business Wire — August 2025
Monday Girl — “Hide & Seek”
Monday Girl is Canada’s largest private members club for professional women, with a community spanning Toronto, New York, Chicago, and San Francisco. In July 2025, they launched “Hide & Seek” — a guerrilla campaign that placed branded decals and posters across Toronto’s financial district. Spot one, message Monday Girl, and claim a free gift. Once prizes were gone, the placements stayed up as an ongoing awareness and website traffic driver.
My Role — Account Executive at Grassroots Advertising: I brought Monday Girl on as a client, sold the decal placements, and negotiated a partnership that included a backlink on the Monday Girl website for Grassroots. I managed placement strategy and logistics — making sure decals were up in the right high-traffic spots across Toronto’s downtown professional corridors to reach their target audience.
AGLC × Travel Alberta — “Raise a Glass to Alberta”
Alberta Gaming, Liquor & Cannabis (AGLC) partnered with Travel Alberta to launch “Raise a Glass to Alberta” — a province-wide campaign encouraging Albertans to discover and support locally made beer, wine, spirits, cider, and mead from nearly 250 Alberta producers offering over 10,000 products at local retailers.
My Role — Account Executive at Grassroots Advertising: I helped execute the experiential activations for this campaign in Camrose and Edmonton, Alberta. Our team deployed branded mechanical bull rides, sampling tents, and high-energy engagement zones featuring “Support Alberta Made” and “Fuel Your Alberta Spirit(s)” messaging — connecting directly with festival-goers and driving awareness of Alberta’s craft beverage scene through hands-on, crowd-drawing activations.
The broader campaign aired across Calgary, Edmonton, Medicine Hat, Lloydminster, Red Deer, Lethbridge, Fort McMurray, and Grande Prairie. Alberta’s craft producers have earned national and international recognition — including World’s Best New Make & Young Spirit at the 2024 World Whiskies Awards and 30 awards at the 2024 Canadian Brewing Awards.
Source: AGLC — May 2025