Heinz
Challenge
Legacy has a shadow side: relevance. Younger consumers are turning to contemporary sauce brands. Heinz, the brand that had defined condiments, cannot be defined by nostalgia alone.
The ambition was sharp: reinvigorate the connection with Gen Z and reclaim Heinz's place in the cultural zeitgeist.
Insight
For Gen Z brands earn relevance through cultural participation, not product messaging. We wanted sensorially charged moments that reposition Heinz as unmissable, not unavoidable.
Influencer suitcase drops
Our influencers didn't just get invites, they received fully curated branded suitcases to unbox and pack. Building pre-departure hype.
Sauce it your way station
A shrine to customization, where shape, texture, and sensation collided
Converted merch
A constant line at our prize wheel, as festival goers sought to get their hands on our merch
Cosplay ambassadors
Our sauce costumes where the hit of the circuit with influencers begging us for costumes in exchange for posts
Outcome
Brand interactions
Hours of engagement
Reach across socials
The Quantum Team executed festivals for us fantastically. From scoping out the most appropriate festival opportunities to hit our objectives, through to the first-class management and execution of the events, we were incredibly impressed with the ownership and expertise demonstrated!
Charlotte Crane
Brand Manager