CASE STUDY — APAC BENCHMARK CAMPAIGN
The campaign Heinz ABC still benchmarks against.
A YouTube cooking competition that became Heinz ABC's own reference point for the best online campaign across Asia-Pacific.
OBJECTIVE
Heinz ABC needed an online campaign that could outperform standard product advertising — something built to be watched, shared, and entered, not just seen.
CHALLENGE- Design a competition format entertaining enough to sustain a multi-episode YouTube series.
- Keep production and creative direction consistent across every challenge round.
- Set a new internal benchmark Heinz ABC could point to across the APAC region.
FINAL RESULTS
- Set the APAC benchmark campaign Heinz ABC still points to.
- Sustained a multi-episode YouTube series without a lull in engagement.
- Became the go-to reference case for Heinz ABC's regional team.
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