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, a leading food brand, needed to stand out in the crowded FMCG market by engaging gamers in a unique and innovative way. The goal was to create a memorable campaign that increased brand awareness and loyalty by solving a real problem for gamers, showcasing Heinz products naturally within gaming culture.
The key insight was that 75% of gamers wish they could eat while playing, a challenge for those needing both hands in action-packed games. Power Interactive's task was to create a practical, visually striking product that embodied Heinz's brand, capturing social media buzz and enhancing brand engagement by addressing this need.
“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
Power Interactivedesigned, engineered, and built Hum Hum — a custom robotic mechanical arm thatdips gamers' snacks into their favourite Heinz sauces and feeds them while theyplay, hands-free. The activation combined physical product development, roboticengineering, 3D printing, fabrication, and a photobooth app to create acampaign that was as shareable as it was innovative.
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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