COPYWRITING

KRAFT HEINZ

This case, presented by the Canadian Marketing League, challenged our team to address a growing problem for the brand—Kraft is iconic but losing relevance with millennial parents.

For our tagline we landed on “Kraft On Anything”.

Millennials grew up with Kraft in their pantries. From Kraft Dinner to peanut butter to Magic Baking Powder, the brand is alive and well in our memories and often still in our pantries, without even thinking about it.

This copy and the accompanying creative (the sentimental KD tattoo) repositions Kraft as a nostalgic staple for modern families. The line’s simplicity leverages the power of Kraft as a legacy brand (like Heinz or Coca Cola), while capturing the brand’s versatility across its entire product portfolio.

The full strategy advanced our team to the final round of the Canadian Marketing League case competition, where we presented to senior marketing leaders from Microsoft, McDonald’s, GM, Kraft Heinz, Cossette, Environics, and more.

Our team ultimately placed second overall with honourable mention.

GM

This case, given to the Canadian Marketing League by General Motors, challenged our team to solve a critical brand and market shift. How does Chevrolet move drivers toward electric vehicles without losing the emotional connection and legacy that defines such an iconic brand.

We chose “Your next chapter is electric.”

The campaign centred around the idea that the most meaningful stories evolve over time. By contrasting nostalgic moments from Chevy’s history with modern electric experiences, the creative encouraged audiences to embrace change while staying connected to the brand’s legacy.

This strategy, which outlined a brand partnership with Uber pushed our team through to the first round of marketing cases where we presented to the head’s of marketing at Microsoft, McDonald’s, GM, Kraft, Cossette, Environics, and more.

Our team ultimately placed second overall with honourable mention.

CUE

This campaign was developed to strengthen brand awareness and drive student recruitment for Concordia University of Edmonton.

How do you differentiate a small university without sounding small? Large institutions sell scale. CUE needed to sell proximity. We wanted positioning that reflected CUE’s tight-knit academic environment while competing in a crowded post-secondary market.

We landed on “Closer.”

An invitation to students built around emotional and physical proximity.

At CUE you’re closer to your professors, your mentors, your peers, your classrooms, and ultimately the future you’re building.

CREDITS

Adverb Communications

MY ROLE

Copywriting
Radio script writing
Campaign Concepting

A brand refresh of an established brewery identity. This project required integrating the Calgary Telus Convention Centre’s location for the opening of the brewery’s rooftop patio without disrupting brand recognition. The creative had to feel elevated, cohesive and distinctly Albertan.

I developed the messaging platform and supporting copy direction, centring the work around roots and nostalgia. The system was designed to flex across signage and digital placements during a Calgary Stampede activation.

Wild Rose Brewery