Back to Case Study

Heinz All Stars

Social media · Digital

Scroll down

Five esports players in black jerseys on a red Heinz All-Star 2022 graphic

By creating an e-sports team, we showed that it is the courage to enter non-standard channels that determines image success.

Client

Heinz

Industry

FMCG

Range

Creatives and materials for digital campaigns: YouTube, Facebook, TikTok, and Twitch.

Result

Increasing the project's reach
All-Star Heinz x PLE

Two smartphones displaying the Heinz All-Star campaign posts with a tomato

Red Heinz All-Star graphic with the slogan 'Tomato, become the king of jokes'

A camera filming a screen with an esports broadcast studio in a red set design

We developed a comprehensive creative concept and a set of communication materials tailored to various digital and social media channels, in cooperation with the Polish Esports League.

An esports player in a white jersey on a red Heinz All-Star graphic

Challenges and goals

1
Expanding the target audience
Heinz's cooperation with the Polish Esports League was intended to go beyond the gaming community and interest a much wider audience in the topic of
esports.
2
Support for the "Tomato First" platform
The Heinz x PLE All-Star project has become a tool for building a new communication platform, showcasing Heinz as a natural part of everyday gaming moments.
3
Combining authenticity with mass reach
Our goal was to maintain the credibility that is important to the esports community, while at the same time creating a message that is attractive and understandable to people outside the gaming world.
4
Building recognition and engagement
The campaign utilized a variety of formats and activations to increase the project's recognition in mass media and to engage both esports fans and the general public.

EXPERT INSIGHT

"We approached the project with immense enthusiasm. We are gamers ourselves, and we had been involved in gaming marketing even before it became trendy. The younger part of the client's team was initially skeptical about the idea that people in their thirties could create communication that wouldn't feel forced or 'cringey'. However, we managed to pleasantly surprise them and hear, 'You guys are fantastic!'"

Paweł Jóźwik

Media & Operations Partner

EXPERT INSIGHT

"We approached the project with immense enthusiasm. We are gamers ourselves, and we had been involved in gaming marketing even before it became trendy. The younger part of the client's team was initially skeptical about the idea that people in their thirties could create communication that wouldn't feel forced or 'cringey'. However, we managed to pleasantly surprise them and hear, 'You guys are fantastic!'"

Paweł Jóźwik

Media & Operations Partner

EXPERT INSIGHT

"We approached the project with immense enthusiasm. We are gamers ourselves, and we had been involved in gaming marketing even before it became trendy. The younger part of the client's team was initially skeptical about the idea that people in their thirties could create communication that wouldn't feel forced or 'cringey'. However, we managed to pleasantly surprise them and hear, 'You guys are fantastic!'"

Paweł Jóźwik

Media & Operations Partner

Among other things, we prepared a script for a YouTube spot, creatives for campaigns on Facebook and TikTok, and materials for influencer activities on the Twitch platform (InStreamly).

Result

The campaign successfully increased the reach of the All-Star Heinz x PLE project, reaching both the e-sports community and audiences outside the gaming world thanks to multi-channel communication and activations involving internet creators.

The brand credibly connected the new "Tomato First" communication platform with gaming culture, strengthening the project's recognition and expanding its audience.

8 million

Media campaign reach

900

Twitch streamers

600k

Twitch viewers

75k

Users visiting the campaign landing page

758k

Views from the main event

Effie Award

The campaign won a bronze EFFIE

No projects found in this category.

A woman in a green suit and a captain's hat at a desk

360° Campaign – Swanson

Content & Production

Communication

Contact

Choose marketing that drives business.

Let's talk about what we can do together.

The administrator of the personal data contained in the form is Ancymony Schulz sp. z o.o. ul. Na Zjeździe 11, 30-527 Kraków, KRS: 0000181178. Providing data is voluntary, but necessary to process the inquiry. Details regarding the processing of personal data can be found in the Information Clause and Privacy Policy.

Do you prefer direct contact?

Piotr Malita
Growth Development Partner

+48 603 105 006
p.malita@ancy.pl

Contact

Choose marketing that drives business.

Let's talk about what we can do together.

Do you prefer direct contact?

Piotr Malita
Growth Development Partner

+48 603 105 006
p.malita@ancy.pl

Contact

Choose marketing
that drives business

Let's talk about what we can do together.

Do you prefer direct contact?

Piotr Malita
Growth Development Partner

+48 603 105 006
p.malita@ancy.pl