To spotlight its Away From Home campaign, Kraft Heinz set out to create an unforgettable experience that blended bold branding with playful personalization.
The goals for the Restuarant Leadership Conference:
- Reinforce the Away From Home campaign messaging.
- Deliver a customizable, photo-friendly experience for attendees.
- Create buzzworthy, brand-forward presence in the conference lobby.
- Encourage social sharing and real-time engagement with Heinz products.
From Everyday to Elevated
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.
Personalization Packs a Punch
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.
A Bottle 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.
End-to-End Exhibit Services From Ideation to Installation — Our Scope
Custom Design
Fabrication
Attendee Journey
Experiential Technology
Video Production
Content Design + Production
Shipping + Logistics
Installation + Dismantle
Featured Trade Shows
Related Projects
