Whitlock’s, a Kraft Heinz brand, was launching a new range of boldly-flavoured sauces across Australia and New Zealand. We were tasked with giving its multichannel ‘Tales of Delicious Demise’ launch campaign an experiential edge. Our idea: a first-of-its-kind web AR portal that immersed our audience in a virtual Whitlock’s world. Players could enter through a portal door using their phone’s camera and experience the tales of delicious demise first-hand.

Results:
$5.1m USD retail sales value
14.9m people reached across social
3 min+ average dwell time

Solution: Whitlock’s, a Kraft Heinz brand on a mission to combat the ordinary, was launching a new range of flavour-packed sauces across Australia and New Zealand. We were tasked with giving the multichannel launch campaign, ‘Tales of Delicious Demise’, an experiential edge. The campaign, developed by 72&Sunny, personified the bold and adventurous ingredients bottled up in Whitlock’s new range of sauces and told the stories of their delicious demise.

To fully bring the creative concept to life, we pioneered an industry-first, gamified web AR portal that got our audience to step inside a virtual Whitlock’s world. Produced by Unbnd, players could access the experience using their phone’s camera and watch the tales of delicious demise unfold first-hand, solving challenges and unlocking prizes along the way. The adventure didn’t stop there. Society PR partnered with Instagram comedian artist, @Struthless69, to create a branded NFT for good inspired by the campaign that was auctioned with all proceeds going to The Hunger Project.

Creating the connection:
We used creative tech to pioneer an industry-first web AR adventure, driving $5.1 m USD in retail sales value, growing a community of die-hard Whitlock’s fans and giving this product launch the ‘ex-periential’ factor.

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