Kraft Heinz's My Food and Family is the brand's hub for all things food to bring the family together. Our award-winning team at Oracle Digital Experience Agency was tasked to enhance the user experience of their email campaigns to entice customers, which led to an increase in clickthroughs to their delicious recipes.
Role
Designer
Skills
UX/UI Design
Design Systems
Information Architecture
Module Architecture
Accessibility & WCAG
Creative Direction
Animation
Information Architecture
Module Architecture
Accessibility & WCAG
Creative Direction
Animation
Tools
Figma
Adobe Creative Suite (Photoshop, After Effects, Illustrator)
Wrike
Slack
Adobe Creative Suite (Photoshop, After Effects, Illustrator)
Wrike
Slack
Collaborators
Nick Cantu - Creative Director
Liz Thomas - Creative Director
Allie Pietro - Senior Designer
Brooke Dahmer - Copywriter
Kelly Moran - Senior Copywriter
Kraft Heinz Team
Liz Thomas - Creative Director
Allie Pietro - Senior Designer
Brooke Dahmer - Copywriter
Kelly Moran - Senior Copywriter
Kraft Heinz Team
Problem
Kraft's My Food and Family site serves up bold, beautiful food photography and recipes, but they needed a cohesive email design system and content calendar to optimize their weekly, monthly, and seasonal messages.
Solution
Together, we developed a system that allows the team to spend less time building campaigns from scratch and more time planning thoughtful content for a higher volume of emails. Email design best practices, accessibility standards, and quality assurance are baked in by default.
Results
This robust, modular email architecture set the groundwork for new opportunities to test and personalize emails to the customer's taste, and left the team with enough room on their plate to begin content planning across multiple channels.
Work includes
Holiday campaigns
Social Media content
Interactive emails
Social Media content
Interactive emails
Awards
2021 Silver W3 Awards – Kraft My Food & Family
My Food and Family Guess the Recipe Emojis
My Food and Family Favorite Fair Food
My Food and Family Halloween Recipes
My Food and Family Holiday Cookie Campaign
