Heinz Hum Hum The Game Changer.

Gamers everywhere face the same small disaster: snacking while playing. Drop your hands from the controller and you die. So most just don’t eat — they push through the hunger.

Heinz, a brand built on irrational acts of love, found the perfect arena to solve that frustration at the Esports World Cup 2024.

We introduced Hum Hum — a clumsy little robotic arm that holds a snack, dunks it in Heinz, and feeds it to the player so their hands never have to leave the controller.