Heinz × Nico's Night Shift

Creative · Partnerships · PR · Experiential · Integrated Campaign

The brief from Kraft Heinz was to insert a pantry staple into culture, and make it relevant to Gen Z and Millennials.

Melbourne's sandwich scene was having its moment, yet nothing celebrated it after dark. Spotting that white space, I developed the concept for the Heinz × Nico's Night Shift: a six-month late-night automat with viral sandwich spot Nico's Deli, inspired by the automat culture of Amsterdam and Tokyo.

From concept to launch, I worked with the Eleven team to secure the partnership – leading the delivery of the media strategy, press materials, key media, guest invitations and custom merchandise.

Since adopted by Kraft Heinz in the UK, bringing London its first-ever sandwich dispenser, the Heinz Mayo AutoMayoMat.

Coverage includes

• Broadsheet
• The Age
• Concrete Playground
• SmartCompany
• RetailBiz