Heinz and Philly at F&W Classic

Meredith approached ASV to design two triangular display spaces showcasing Kraft Heinz and Philadelphia Cream Cheese at the 40th Anniversary of the Food & Wine Classic in Aspen. Building off a successful activation in 2022, we were tasked with modifying the existing elements that were previously produced while integrating new eye-catching elements. ASV produced display spaces that allowed for each brand to shine individually while creating a sense of cohesion, tying these generational household products together. Sampling was a key deliverable for each brand. Each display was fitted with a butcher block distribution counter that allowed for guests to walk up and engage with the onsite chefs before grabbing their bites. The display walls were fully reskinned with fabric graphics as well as photo frames that showcased classic dishes that could be made with Ketchup and Cream Cheese respectfully. The highlight of each booth was a large LED Neon photo op which invited guests to pose with their plates.  Our agency partners and representatives from Heinz and Philadelphia were elated with how accurately we depicted what we had been ideating through the design process. A few thousand guests visited each booth during the five Grand Tasting Sessions with many coming back for seconds. By allowing the product and individual brands to shine in these spaces, ASV was able to cultivate a comforting setting for consumers to engage with brands that they see each time they open their fridge.