Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

As grocery inflation hits the pockets of young Americans, they’re looking for moments of culinary joy and humor to lighten the mood. Kraft Singles’ music-based activations are tapping into its reputation as an affordable indulgence – using music and self-deprecation to spread the gospel.

Heinz has released another iteration of its 'It Has to be Heinz' platform, and this time there's no Heinz in sight. In a 'need it now' driven era, the campaign utilises diners' unwavering willingness to wait for their condiments to arrive before eating to demonstrate love for the brand.

Heinz Arabia has released an insurance program covering ketchup spills, with compensation ranging from home cleaning services to spa treatments. As reward schemes become reasonably commonplace, brands are coming up with novel ways to do something for customers who return to them.

Swiftogeddon is a club night devoted to playing Taylor Swift tracks, with Swifties attending in costume to complete the Eras Tour atmosphere as they bring digital fandom IRL. As fans seek ways to come together offline, how are personalised, hyper-specific experiences helping them build community?