ABOUT

CHALLENGE:
Heinz is one of the world's most recognised food brands — but recognition is not the same as relevance. In the Venezuelan market, the challenge was not awareness but emotional ownership: reinforcing that Heinz is not just present at the table, it is what makes the table better. The campaign needed to go beyond product communication and land as a cultural statement — embedding the brand into the language and emotion of everyday eating.

IDEA:
Intercalate the H of Heinz directly into the words that describe the food it belongs with. When Heinz is inside the word, it changes the word — and by extension, everything it touches. Fruta becomes FRU·H·TA. Papa becomes PA·H·PA. Pera becomes PE·H·RA. Banana becomes BAN·H·ANA. The H is not a logo device — it is a flavour device. A typographic declaration that the best version of anything always has Heinz inside.

MY CONTRIBUTION - CREATIVE DIRECTOR:
As Creative Director, I conceived the intercalation gimmick — the strategic and typographic engine of the entire campaign — and directed its execution across print, OOH, and digital formats:
-The H intercalation concept: I developed the core creative idea of embedding the Heinz H inside everyday food words — a device that is visual, linguistic, and emotional simultaneously. It works as a logo, a headline, a product claim, and a brand philosophy in a single letter.
-Campaign system & visual direction: I built the full execution system — bold type on saturated flat colour, hero product photography, the Heinz H highlighted in brand red against each word — scalable across posters, billboards, digital, and press. Each execution works as both a product ad and a brand statement.
-Tagline & brand voice: I wrote the campaign tagline — "Lo mejor tiene siempre Heinz intercalada" — which encapsulates the entire idea in one sentence.

-OOH & billboards
Large-format outdoor — saturated colours, intercalated words as giant typographic heroes.
-Print & press
Magazine and press executions — ketchup, baby food, condiment range.
-Digital & social
Adaptable system — each H-word as a standalone social post or animated reveal.
-Campaign system
Extensible to any Heinz product category — the H device generates infinite executions.