HEINZ ONE PAN EATERY POP-UP
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I was responsible for the full conception of the Heinz One Pan Eatery pop-up, including the overall store design and end-to-end experience journey. The result was a highly engaging activation that brought the convenience and quality of the new Heinz One Pan range to life in a compelling and memorable way.
To launch the innovative range we transformed the iconic Mess Hall on Bourke Street into a vibrant pop-up restaurant. The experience, opened by MasterChef’s Pete Campbell, invited guests to take part in a unique "do-it-yourself" dining experience, challenging perceptions of frozen food through taste, interactivity, and design.
The weeklong activation served 415 covers and 1,700 samples, generating over 200,000 in-person impressions, 1.9 million impressions via earned media, and 2.2 million through OpenTable, influencer collaborations, and social media.