Heinz
D&AD brief - reconnecting with younger audience through gaming
Elevating Heinz as the ultimate brand for universal gaming moments through strategic branding and impactful PR moments.
The Ask
The Problem
Heinz experiences a disconnect from its younger audience.
Embracing camaraderie in community-centric games offers gamers a delightful and flavorful global experience.
The Solution
The Background
With a rich 150-year legacy as a family-friendly brand, Heinz acknowledges its current disconnection from younger audiences. The brand is embarking on a mission to establish meaningful connections with a new wave of consumers, securing its ongoing relevance in today's dynamic landscape. Setting its sights on the online gaming space, the brand aims to meet this audience where they are.
Heinz pairs well with everything.
These perfect pairings helped Heinz products secure their presence at community events and have always had a place at the table.
What do we already know?
44% globally spend ≥ 7 hours weekly gaming, with a rising trend.
56% of frequent gamers invest ~13 hours in weekly gaming, both online and offline, with others.
Gaming served as more than a solitary hobby; it became a bridge connecting people with real-life friends, fostering genuine connections.
What did we find?
Gamers' connection to their community is as strong as the tie between Heinz and fries, making video games the modern-day community gathering space.
Insight
Strategy
Pairing online life with Heinz brings flavor to any gaming get-together.
To establish Heinz in online gaming, we'll partner with Fall Guys, known for its broad accessibility across platforms. With 1 million daily players, Fall Guys offers non-violent, chaotic competitions that are enjoyable for all ages. Its simple controls create a non-toxic gaming environment that is enjoyed worldwide.
The idea : Heinz x Fall Guys
X
INTRODUCING
Heinz summer barbecue level
Heinz-themed summer barbecue level seamlessly integrated into the game's obstacles. Just like video games, barbecues bring people together, offering a fun and communal experience. In these levels, players navigate through obstacles such as spinning spatulas, lava-hot dogs, jumping over tomatoes, and dodging giant ketchup and mustard bottles while racing towards the finish line.
Downloadable Skin
In Fall Guys, skins are integral to the gaming experience, serving as costumes that players can use to personalize the appearance of their Fall Guy character. Heinz will offer a customizable exclusive skin that can be downloaded and shared among gamers to enhance the game experience.
In-store experience
To enrich the in-store experience and drive Heinz product sales, we will showcase the limited edition Heinz bottle in stores. Customers can use the QR code on the ketchup bottle cap to download exclusive Heinz skins while making their purchase. Each QR code includes two skins, which can be shared with a friend for collaborative gameplay using these skins.
The Rationale
Gaming and Heinz pair well with each other. Heinz will reach gamers in moments where they are getting together.
Increased brand visibility, positive engagement, and the creation of a lasting impression within the online gaming community, reinforced by active participation and endorsement from gaming streamers who showcase the camaraderie of playing games with others.
Success Metrics
The team
Miranda Arias Art director
Clare Malone Strategist
Dominic Militello Experience designer
Kyle Rayo Copywriter
My role
Creative management
Market Research
Strategy development
Target audience in-depth interviews
