In an age of digital noise, legacy brands like Heinz face a major challenge: how to build a genuine community and foster loyalty in a fast-paced environment like TikTok. The solution came in a powerful campaign that turned user comments into culinary creations in real-time. This organic, community-driven approach proved that engaging directly with an audience is a powerful recipe for growth without relying on a paid media strategy.

My role on this project was to take the raw footage from the Heinz chef's live streams and transform it into high-impact, social-first videos. As the lead editor for the campaign's repurposed social edits, I crafted concise, engaging content from each meal cooked on the live show. This allowed the brand to maximize the value of its live events by creating a continuous stream of content designed for a new audience.

The strategy worked. The campaign went on to drive a staggering 300% growth in Heinz UK's TikTok following. The project proves that strategic editing is a high-impact creative skill that can turn organic moments into powerful content, helping brands build a loyal community and achieve a significant return on their creative investment.

[Credit] Agency: VaynerMedia. Client: Heinz