Heinz challenged Power Interactive to create a groundbreaking campaign activation that highlighted the brand's innovative spirit and solved a real, unmet need in the gaming community. The insight was simple and powerful: 75% of gamers wish they could eat while playing — but professional gamers need both hands to loot, conquer, and survive. Power Interactive's answer was Hum Hum: a custom-designed, 3D-printed robotic mechanical arm that dips gamers' snacks into their favourite Heinz sauces and feeds them while they play — hands-free, game-on.
Heinz is one of the world's most recognisable food brands — but in a crowded FMCG landscape, standing out requires more than great product. Heinz needed a campaign activation that would engage a new generation of consumers — gamers — in an unexpected, memorable, and genuinely innovative way, while driving brand awareness and loyalty in a fresh and dynamic context. The brief was clear: create something groundbreaking that solved a real problem faced by the gaming community, and showcase Heinz products in a way that felt native to gaming culture rather than forced or superficial.
The insight that unlocked the solution was a single, powerful statistic: 75% of gamers stated that they wish they could eat while playing — a near-impossible feat for professional gamers who need both hands to loot, conquer, and survive within their games. Power Interactive's challenge was to design, engineer, and build a physical product that solved this problem in a way that was genuinely useful, visually spectacular, and unmistakably Heinz — a device that would generate social media attention, drive brand engagement, and position Heinz as a brand that truly understands and serves its gaming audience.
We didn’t want another ad. We wanted to solve a real problem for gamers — and make Heinz the brand that did it. Hum Hum is exactly that: a product that’s as bold and unexpected as the brand itself.
Heinz, Hum Hum Campaign
Hum Hum achieved Heinz's goal of creating a groundbreaking campaign that showcased innovation, addressed a real gaming issue, and boosted social media engagement. The robotic arm embodied Heinz's bold and useful brand promise, becoming a highly shareable activation in the gaming and FMCG sectors.
Power Interactive's campaign seamlessly integrated product development, robotic engineering, 3D printing, fabrication, and a photobooth app. This multifaceted approach not only created a functional product but also generated social media content and reinforced Heinz's commitment to innovation.
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