THE FORKLESS FRIKANDEL SPECIAAL

PROBLEM
As part of the YoungDogs brief, Heinz wanted to introduce a new Heinz Curry sauce to a younger audience and drive trial in a way that felt authentic to Dutch food culture.

IDEA
We turned the Frikandel Speciaal into a product demo for Heinz Curry by redesigning how the snack is served. A foldable tray pushed the Frikandel forward while keeping Heinz Curry on top, eliminating the need for plastic forks. Each fold revealed Heinz copy, turning the tray into a media touchpoint.

EXECUTION
We partnered with local snack bars to serve every Frikandel Speciaal with the foldable Heinz tray. With Heinz Curry always positioned on top, the product became impossible to ignore at the moment of eating.

Hot dog topped with mustard and chopped onions in a green paper tray, with two bottles of Heinz curry ketchup, one original and one Pitti, on a wooden table in a restaurant setting.