SUMMARY
We began by identifying Heller’s limited brand visibility and lack of emotional connection with consumers, despite its strong design heritage. Through competitive research, interviews, and brand analysis, we discovered a gap in experiential engagement and sustainability communication. We created “Table Talk by Heller,” a dining-based experiential campaign that invites thought leaders to engage with Heller’s design and values, turning sustainability into storytelling and customers into brand ambassadors.
challenge
Heller struggles with limited brand awareness, a heavy reliance on retail partnerships, and lack of direct engagement with eco-conscious consumers. Interviews revealed a disconnect between sustainability claims and customer perception. Our research identified an opportunity to leverage experiential marketing through immersive events to reposition Heller as a forward-thinking, values-driven brand.
Outcome
We developed a campaign strategy centered around "Table Talk by Heller", a curated dining series in partnership with nonprofits and influencers. It combines event marketing, product placement, and purpose-driven storytelling to drive visibility and customer conversion. A forecasted 32% of attendees convert to customers. Supporting strategies include PR gift boxes, pop-ups, and collaborations with platforms like Greenpeace.
MEET THE Designers:
Yun Hsin Hsu
Maggi-Blair Gu
Amber Paige-Holmes