Heinz is synonymous with many things, but with the “Red Zone” campaign, they wanted it to be “touchdown!” An ambitious campaign to brand every football end zone a “Heinz Red Zone,” in-game and on-air, TV and radio spots were created to support this campaign with the cooperation of select retailers. These spots had to pull double-duty working to help brand the end zones, but also worked to introduce many other products under the Heinz brand umbrella that consumers might not otherwise recognize as Heinz Products. Retail promotions were also leveraged with the help of Giant Eagle, Safeway, Tops and Kroger across five markets.
I was responsible for TV campaign art direction, as well as writing, and production coordination of radio promotional spots. This includes overseeing sound design and VO.