CLIENT: HEINZ

AGENCY: VAYNERMEDIA

HEINZ UK

Lead Creative Art Direction

For a heritage brand that has lived in every kitchen for 150 years, the challenge wasn't just being known, it was being shared. Partnering with VaynerMedia, we set out to transform Heinz from a pantry staple into a highly-reactive social player, kickstarting their TikTok presence while redefining their voice across Instagram, X, and Meta.

Our approach was rooted in a high-intensity "test and learn" model, producing a continuous stream of organic and paid content to see what truly stuck. By leveraging real-time insights, we built a foundation for campaigns that actually broke through.

RESULT: The strategy transformed Heinz from a kitchen staple into a social powerhouse, racking up 36M organic impressions and amassing 40k+ TikTok followers in just eight months. From viral experiments to television features and award-winning activations, we reclaimed the brand’s seat at the centre of the cultural table.

KEY PROJECTS

Heinz x The Who
Beanz Meanz Boxpark ft Tayce
Sprayonnaise
Euro 2022 Cupchup
Big Beanz Count
Christmas Big Soup

^{Euro Cupchup

Tapping into the fever of the summer with a pitch-side lens.}^{_{Our team created mini-campaigns pre, during and post-match during the Euros. Our Euros activity totalled 93 organic content, and even saw our ‘sorry Italy’ content land on Mirror news and Reddit with 16k upvotes and 756 comments. We also created a brand new product, boosted our competition and ran a giveaway - all in 3 days!}}

Sprayonnasie
The "is it real?" product innovation that hijacked the timeline
It all started with a comment on a well-loved podcast, ‘The Peter Crouch Podcast’ – this campaign started as a “dragons-den” idea from a fan, turned into a huge buzz on Twitter and then eventually evolved into a real product. Watch the case study to see how it came to life.

Beanz Meanz Boxpark
Injecting drag energy into a British classic
_{By tapping into pop culture and leveraging viral conversations on Twitter and across other platforms, we developed a promotional campaign to highlight the Heinz Beanz activation featuring Tayce from Drag Race UK. I distributed both teasers and live content as well as producing a viral social hit on TikTok. The whole campaign also reached global press coverage!}

Heinz x The Who
A legendary rock collab for a good cause
_{A Heinz social campaign in collaboration with The Who for the release of a limited can in celebration of the release of an expanded edition of the iconic The Who Sell Out album. The Who’s enormous social accounts shared our work, and the campaign featured in various forms of press, and our content supported charity initiatives.}

^{The Big Beanz Count

Turning seasonal staples into digital-first moments}
Sometimes the most compelling brand stories start with a single tin and an internet rumour. When a viral theory claimed a tin of Heinz held exactly 465 beans, we hijacked the moment for Veganuary. By orchestrating a high-stakes TikTok livestream reveal, we turned a mundane fact-check into a dynamic cultural event.

CHARIZA.

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