Turning the table on Georgia Inerfield

Associate Creative Director Georgia Inerfield has spent the past decade shaping creative work across London, Toronto, and Vancouver. Now calling Vancouver home, she brings her strategic and imaginative touch to the team at Salt XC.

This year, Georgia joined the 2025 Applied Arts Advertising Awards jury, lending her sharp eye and seasoned perspective to help select this year’s Advertising winners. Turning the table, Georgia shared one of her favourite recent campaigns—the kraftheinz, classico rebrand—a project that perfectly captures thoughtful storytelling and design at its best.

A Brand Reborn
After a five-year silence, Classico needed to reintroduce itself to a new generation of millennial families—busy, quality-driven home cooks who want to cook from scratch but don’t always have time to cook from scratch. The ask? Shift perceptions from “just another jarred sauce” to a shortcut to homemade that doesn’t mean cutting corners.

The Big Idea

"We reminded Canadians that with Classico, even when it’s not from scratch, you still made it."

At the heart of the campaign was the idea of giving pasta human emotions: emptiness, longing, deflation — to remind people just how incomplete food feels without sauce. A forlorn noodle. A lonely ravioli. Then, as the sauce poured over, everything changed — the food came alive. We reminded Canadians that with Classico, even when it’s not from scratch, you still made it.

Behind-the-scenes

Behind the scenes, we obsessed over every frame. From the perfect ‘I’m giving up’ noodle flop to the triumphant ravioli sauce flip, it was a delicate dance of timing, craft, and texture. When the meatballs finally rolled perfectly off the hand-built runway into a pan of sauce, creating the most cinematic splash imaginable, the whole team audibly cheered.

Why is this particular project a fave?

"It reminded me how far you can take a simple creative idea when you treat it with care and conviction".

But more than that, it was the team. Everyone involved — from strategy to production to post — poured themselves into making this weird, wonderful idea real. It was one of those rare projects where everyone was genuinely proud of what we were creating, and you could feel that energy on set.

Credits:
Agency: Salt XC
Executive Creative Director: Rena Menkes Hula
Creative Director: Mark Delisi
Associate Creative Director: Georgia Inerfield
Account Services: Bianca Myers
Producers: MacKenzie Thomon, Devon Soltendieck, Mike Gillespie
Strategy: Jennifer Sintime
Managing Partner: Jeff Rogers
President: Jil Lohnes 
President: Leanne Bernardo 
Partner: Matt McCoubrey
EVP Creative & Design: Allan Regan
Production: Undivided Creative Inc. - Nikki Ormerod, Nimiopere Film Editorial, Grayson Music, Fort York VFX

Proof that the right idea—and a little sauce—can bring anything to life.