HERE'S THE SECRET SAUCE | How to Build a Kit That Actually Creates Content
When Heinz launched new mayo flavours, they needed more than a sample box. They needed a kit that would put the product in the hands of food creators and give them a reason to film.
That’s where we came in.
THE BRIEF
Heinz needed a kit designed for content creation, not just product delivery. The goal: get new flavours into the hands of food creators in a way that earns organic screen time. The kit had to look good on camera before it was even opened. It had to present the product in a way that told the brand story without a single word of explanation. And it had to give creators something to do, not just something to have.
WHAT WE BUILT
Every detail was considered. The way it opens. The way the flavours are presented. The way it photographs without being staged.
The kit itself becomes the first frame of the content.
WHAT MAKES A KIT WORK
After designing kits for brands across the beverage and food space, a few things hold true every time. The unboxing sequence matters. What the creator sees first, second, and third shapes whether they reach for their phone or their recycling bin.
Presentation signals brand credibility. A kit that looks like an afterthought gets treated like one. A kit that looks considered earns consideration.
Give them a reason to create. Recipes, pairing suggestions, a challenge. The product alone isn’t enough. The experience around it is what drives content.
Design for the camera. Tall narrow boxes film better on vertical video. Colours need to pop on a phone screen. Every element should hold up as a still frame.
THE TAKEAWAY
When the unboxing is the marketing, the kit has to be the strategy. Not the packaging department’s problem. Not an afterthought after the product is finalized. The kit is the campaign. Heinz understood that. The result is a kit that earns its place on camera.
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