Heinz Infant Organic Puffs Make Snack Time Adventure Time

Heinz Infant

Make Snack Time Adventure Time


The infant dry snacking market is highly competitive, with several popular brands already holding a significant share in Australian parents’ shopping preferences. Heinz, an established brand in the infant category, entered the dry snacking segment later than their competitors, which posed a challenging task for the brand to establish themselves as a viable alternative and persuade their audience to make the switch.


The campaign’s objectives were threefold: to raise awareness of the new Heinz Organic Puffs range in a competitive market, build credibility by emphasising child health and developmental benefits, and encourage trial and conversion of the range.

Heinz Infant Organic Puffs Make Snack Time Adventure Time

Our idea

REBORN developed the creative platform “Make Snack Time, Adventure Time”, which showcased how Heinz Infant Organic Puffs help to turn an everyday snacking moment into an adventure of new flavours and textures for little ones. The fun and playful visual executions fit seamlessly with the Heinz Infant brand, designed to capture the imaginations of parents and bubs alike.

In addition to creating the campaign’s creative assets, REBORN also ran a social media-led competition that reached an audience of over 500,000 Australians, driving further engagement around the new product range.

The campaign ran across Digital, Social, and POS.

Heinz Infant Organic Puffs Make Snack Time Adventure Time

REBORN Responsibility

  • Communications strategy
  • Creative direction
  • Copywriting
  • Design
  • Animation
  • Social media management

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