Manifesto
We are for the people who stand out in a crowd. The ones who stay true to themselves, no matter the opinions of others. These are the individuals who seek genuine connection. Those who do not not settle for surface level. What can we offer you? We present the feeling of belonging — the community you have been looking for. We give you the space to celebrate your accomplishments and receive support in return. This is the high five after finishing a race. This is the “break a leg” before going on stage. This is comfort from a shoulder to cry on. Belonging is what makes life delicious. Belonging is Heinz.
Central idea
We aspire to have the Heinz food truck give gamers a space that encourages community and finding a place of belonging.
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Through product promotion and awareness, Heinz's Taste Community campaign plans to bring esport gamers together by encouraging them to take a break with Heinz products. The Heinz food truck will visit guest streamers on the Heinz Twitch channel to promote Heinz products and offer rewards to viewers.
Strategy
Position Heinz as the go to food brand while gaming by offering exclusive gaming rewards and offers through the Heinz food truck and providing a space of community and belonging.
Measuring Success
10,000
views per stream
5000
followers
20%
increase in
advertisement engagement
Creative Brief
