Kraft Heinz

Digital Brand Activation for the Restaurant Leadership Conference

At the Restaurant Leadership Conference, Kraft Heinz transformed its “Away From Home” campaign into a vibrant exhibition booth design activated by EDE’s ingenuity. An oversized LED bottle lit up with personalized labels via digital kiosks — an expo booth design that combined personalization, engagement, and visual flourish. This creative trade show booth idea drove social buzz, embodied the brand message, and showcased the power of experiential design.

A large inflatable Heinz ketchup bottle, used for event marketing, stands in the center of a hotel lobby in front of closed ballroom doors.

A large, illuminated display shaped like a Heinz Honey Mustard bottle stands in the hotel lobby near the registration desk and Grand Saguaro Ballroom, creating a striking event marketing centerpiece.

A touchscreen display for event marketing showcases six Kraft Heinz sauce options—ketchup, mustard, honey mustard, ranch, BBQ, and sweet & sour—with "Choose Your Flavor" at the top.

Digital, Experiential Activation

Kraft Heinz needed more than a logo in a sea of booths — it needed a brand moment that would stick. At the Restaurant Leadership Conference, the goal was clear: transform Heinz into a hands-on experience that made attendees stop, smile, and share. Click the video to experience the project for yourself.

Digital Marketing Activation

EDE recognized that even the most iconic brands have to earn attention. In a room full of decision-makers, personalization became the key ingredient — offering attendees a chance to see themselves in the brand, quite literally.

Brand Experience Built for the Spotlight

The result was an oversized LED Heinz bottle anchoring the conference lobby — a beacon of bold brand play. Guests approached a digital kiosk to select their favorite Heinz product — ketchup, mustard, honey mustard, ranch, BBQ, or sweet & sour — and created a custom label featuring their name or company.

Flavor Meets Fame

As their selection appeared in real time, the LED bottle changed color to match the flavor, delivering a vibrant photo op that hit the sweet spot between tech and charm. The activation quickly became a share-worthy moment, seamlessly aligning with Heinz’s Away From Home strategy while driving real-time buzz and long-term brand love.