Oct 2025
THE HEINZ CRIMEZ
The world’s favourite condiment stands accused of making food irresistibly good.
The rest of us? Guilty of loving every drop.
“Heinz Crimez” playfully transforms the love for Heinz into a delicious crime-scene narrative. Each spill, smear, and empty plate becomes playful “evidence” of great taste, proving that Heinz is guilty of making food irresistibly good.
The campaign dramatizes shared indulgence through a satirical, cinematic lens, turning everyday food moments into scenes of playful guilt and undeniable taste.
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The proof is everywhere, Heinz is the “evidence” of great taste.
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Celebrate the guilty pleasure of great taste, turning spills and smears into playful evidence of Heinz’s irresistible flavour, engaging fans with humor, shareable storytelling, and cultural relevance.
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In an increasingly competitive landscape of gourmet sauces and trendy condiments, there’s an opportunity to remind consumers that great taste starts and ends with Heinz.
CLIENT
Kraft Heinz Ketchup (Concept)
MY ROLE
Concept ∙ Art Direction ∙ Design ∙ Copywriting
COLLABORATORS
Creative Director ∙ Sylvie Pusztaszeri
Photography ∙ Livia Albuquerque
Photography ∙ Amelia Luschak
AI THUMBNAILS
SKETCHES & PROCESS WORK
