Kraft Heinz had a partnership with Panda Food Festival in Jeddah, KSA and wanted to collaborate with a creator to participate in this big partnership and make an impact on ground and online by: announcing the big competition for a trip to the  Maldives with Heinz, visiting the Panda branch, interacting with people, preparing recipes at the cooking station, spinning the wheel with the audience and creating content – stories (main) and videos.

We worked with the influential creator and professional chef Ahmed Aziz (2mn followers on Instagram with an engagement rate of 1.25%) , who did the coverage on both Instagram and Snapchat to reach our target audience.

The audience interacted positively with the stories and on-ground coverage – 87% positive sentiment on Sila. In terms of recipe choice, Aziz chose easy to make recipes with an interesting twist using different Heinz products, from the ketchup to the mayonnaise. The feed video had a lot of engagement on it, and people wanted to replicate the recipe.