Heinz

Food & Beverage

User-Generated Content

The Flavor Architect

Your Meal, Your Masterpiece.

AI web app turns meals into unique ketchup-label designs.

Explore assets Campaign brief

Campaign brief

The strategic inputs

Everything the generated asset set had to satisfy, stated before any image existed.

Objectives

Shift brand perception to creative ingredient
Generate 1M unique label designs
Boost social-media engagement 300%
Drive recipe-site traffic by 50%

Target audience

Millennial & Gen Z foodies

Brand: Heinz
Industry: Food & Beverage

Deliverables

Campaign assets

Each asset keeps its prompt, model, and output size so the generation is reproducible.

Asset no longer available

Burger Night Label

Pop-art cheeseburger label design.

Prompt

Vector pop-art; bold outlines; text 'Burger Night Edition'; 4000x4000 px PNG, 300dpi.

fal-ai/recraft/v34000x4000PNG

Asset no longer available

Taco Fiesta Label

Aztec motif label for Tacos al Pastor.

Prompt

Festive folk-art pattern; marigold, turquoise palette; text 'Taco Fiesta'; print-ready PNG.

fal-ai/recraft/v34000x4000PNG

Flat Lay Bottle Mock-ups

Three custom bottles on red backdrop.

Prompt

High-angle flat-lay; Heinz bottles with colourful labels; drop shadows; print-quality 4800x3200.

fal-ai/imagen4/preview4800x3200JPG

Asset no longer available

Social Poll Template

Vertical poll graphic for next flavour vote.

Prompt

1080x1920 PNG; bold red/yellow halves with empty poll zone; playful doodles of pizza vs sushi.

fal-ai/recraft/v31080x1920PNG

video

Label-in-Action Story

8-second vertical clip—app turns 'Tacos al Pastor' into label.

Prompt

Screen-record style; UI typing -> label wraps 3D bottle; upbeat motion graphics; vertical.

fal-ai/veo3/fast1080x1920MP48s

Teaching notes

Why this campaign is worth studying

Strategic framing for a data-driven decision making discussion.

Learning objectives

This case study demonstrates how AI can be used for a mass-market user-generated content (UGC) campaign, repositioning a legacy brand as a tool for creativity.

Business context

'The Flavor Architect' campaign aimed to shift Heinz's brand perception from a simple condiment to a creative ingredient for millennial and Gen Z foodies. The key objective was to generate 1 million unique, user-inspired label designs and boost social engagement.

AI application

The campaign concept relies on an AI web app that generates custom labels. The marketing assets, also AI-generated, showcase this capability with diverse, stylized examples (pop-art, folk-art) to inspire users to create their own.

Key insights for marketers

1
AI can power large-scale personalization and UGC campaigns.
2
Repositioning a legacy brand can be achieved by framing it as a tool for user creativity.
3
Showcasing a variety of AI-generated styles can encourage broader user participation.
4
Mock-ups showing the final personalized product are crucial for this type of campaign.

Model credits