Kraft Heinz has partnered with Ennismore, a hospitality company, to create a series of on-premise experiences and digital content to promote the Heinz 57 collection.
The partnership is a continuation of Heinz working with luxury brands and repositioning their products as attainable luxury.
The first event was an exclusive Heinz tasting lounge at Hyde Beach in Miami yesterday, which features a line of sauces and spreads with ingredients like truffles and hot honey.
- Guests staying at specific Ennismore properties can sample the Heinz 57 collection when ordering room service or eating at the hotel.
- The Heinz 57 collect was developed by Lee Wolen and Joe Frillman, both award-winning chefs.
- Heinz's attempt to reposition itself comes as the buying power of Gen Z and millennials grows. Both groups are more likely to eat out and prefer spending on experiences over material goods. Attainable luxury is a type of good currently in high demand and tends to perform well in a recession.
