Over a six-week period in the summer term, I led the activation of a brand ambassador campaign for the launch of Heinz Mashupz, a playful new addition to the Heinz range. Our aim was to drive awareness, encourage trial, and build authentic connections with students across key UK cities. To achieve this, we recruited and managed a team of six student ambassadors, equipping them to represent the brand both online and on-the-ground.

The campaign combined peer-to-peer sampling, ambassador-led placements, and a dynamic weekly social strategy designed around trending content. We brought Mashupz directly to students in high-traffic spaces such as university catering halls, shared kitchens, and popular takeaway spots, while ambassadors amplified reach with engaging social content that reflected Heinz’s fun and light-hearted brand identity. By activating across the universities across the UK, we ensured strong regional impact and created memorable, positive brand associations among the student audience.