Case Studies — Deanne Wint

Case Study · Appetite

Heinz Recipe
Content Series

Heinz (US) · 10-Part Series · 2024–2025

The Ask

Heinz wanted to reimagine their recipe content for social, making it feel fresher, more scroll-stopping, and rooted in real mealtime moments that actually make you crave what’s on the screen.

The Approach

I directed a series of taste-forward, visually driven recipe videos designed to make viewers feel the flavor before they even see the logo. Each piece was built for speed and appetite appeal — shot, styled and edited to fit Heinz’s playful, timeless tone while staying true to real, everyday cooking.

My Role

Content Direction · Concept Development · On-Set Direction · Shot Lists · Team Briefing · Videography · Post-Production · Editing · Voice Talent

Selected Videos

Some Key Organic Results

11 of 19 posts performed above the account engagement benchmark, with top videos exceeding benchmark by over 160% and organic engagement rates reaching 4.75%.

National Hamburger Day4.75% Org ER · 6.31% Org ERR

Holiday Hosting3.52% Org ER · 5.23% Org ERR

Morning Routine+115.45% above benchmark

The team responsible for making this happen:

Account ManagerAida Mekonnen
Senior ProducerColleen B.
Food StylistsJanette Mitchell, Diana Topley, Victoria Snell, Jenny Sisko, Carol Brown
PropsKarilyn Xu, Cam Ward
SMMEmily Freeman
Sr. Content Creator / Art Directorme!

Case Study · Lifestyle & Culture

Philly’s Pumpkin
Spice is Back
Content Series

Philadelphia Cream Cheese (US) · 2024–2025

The Ask

Pumpkin Spice season is crowded. Give Philly fans a fresh reason to reach for it without leaning on the “basic” trope everyone else was already doing.

The Approach

Shot and directed a warm, pumpkin spice content series with a deliberately orange-led palette, then applied that warmth across every asset that went live during the season. Aka, turned the feed orange at the same time Pumpkin Spice was on everybody’s mind. The result was a feed that felt like a deliberate brand world, not a coincidence.

My Role

Concept Development · Prop Styling · Visual Direction · Photography & Videography · Post-Production Editing

The Results

The Pumpkin Spice Dip TikTok beat the engagement benchmark by over 840%. (organic)

The Pumpkin Apple Parfait video on Instagram went over the engagement benchmark by 361%. (organic)

And the Pumpkin Filled static ended up being the highest-reach post of the bunch at 5.8M views (honesty disclaimer: this one was a mix of paid & organic reach).

Selected Videos

The team responsible for making this happen:

Social CopywriterOlivia Birnie
Social Media ManagerCarly Kennedy
Creative Content LeadBayly Shelley

Maybe they're addicted to me — Philly PSL

Projects I’ve Been A Part of — Caseboards

Licorice Mayo Creative Team: CC: me · CW: Anna K. · SMM: Ben Badiuk · CD: Dan Szczepanek

During the NHL playoffs in 2023, a Maple Leafs fan was spotted in the crowd eating a very unique snack combo: Kraft Mayo & Licorice…black licorice on top of that. My copywriter partner and I worked closely with our SMM to hop on this opportunity and ‘Licorice Mayo’ was born. The Leafs lost the playoffs but we made it onto Global News and hockey mayo fans would be proud; Leafs — 0, Kraft Mayo — 1.

Swipe Right for Mayo Creative Team: CC/AD: me · CW: Anna K. · CD: Dan Szczepanek

Working on Kraft Mayo, we learned quickly that mayo is very divisive. Love it or Loathe it. Kinda like online dating. My copywriter partner & I set out to prove whether people who love mayo are able to find love online and let their mayo freak flags fly in the name of love. The experiment included creating 2 dating profiles, one featuring mayo references and the exact same one but without and see which one got more love.

Run on Heinz Creative Team: AD: Arman Sadrzadeh · CW: Sean Kinton · CD: Dan Szczepanek

All credit goes to Arman Sadrzadeh and Sean Kinton. Gels are expensive BUT for runners who irrationally love ketchup, they came up with a unique replacement.

MiO Crash Coverage Creative Team: CW: Loraya Hrynkiw · AD: Amber Osmond · CD: Damon Crate

All credit goes to Loraya Hrynkiw and Amber Osmond; I created some supporting content for social for this activation. Energy drinks give you a boost but make you crash BUT MiO gives you the boost without the crash, so they created the idea of having energy drink insurance to encourage students to turn to MiO instead.

Heinz RecipeContent Series

Philly’s PumpkinSpice is BackContent Series

Let’sWork.

Heinz Recipe
Content Series

Philly’s Pumpkin
Spice is Back
Content Series

Let’s
Work.