HEINZ tapped the Foundry for help increasing brand awareness and promoting the launch of the HEINZ 57 Collection, an elevated line of culinary sauces and infused honey.
In response, the team developed a cross-platform campaign that inspired readers to personalize dishes and become experts of flavor and innovation. An interactive digital destination rooted in Food & Wine featured a mix of recipe content and short-form videos with chef advice and ideas for using the HEINZ 57 Collection. Two three-page print spreads in the July and August issues of Food & Wine shared exclusive looks at the collection, its chefs, and recipes inspired by it. The robust program also offered HEINZ sampling integration across the Food & Wine Classic in VIP areas, giveaways at registration, and a custom Product Studio Box that attendees and at-home audiences received post-Classic. A premium center booth location had customizable sampling, with the chefs behind the creations giving attendees guidance for the perfect bite. To drive buzz and attendance to the booth, native and editorial social bytes both ahead of and during the event inspired everyone to stop by IRL or digitally and get creating with HEINZ 57 Collection.