--- title: Heinz and Philly at Food & Wine Classic description: Meredith asked ASV to design two triangular displays showcasing Kraft Heinz and Philadelphia Cream Cheese at the 40th Anniv of the Food & Wine Classic. --- - [Industries](https://www.asv1.com/industries) - [Clients](https://www.asv1.com/clients) - [Careers](https://www.asv1.com/careers) - [Blog](https://www.asv1.com/blog) - [Awards](https://www.asv1.com/awards) [![ASV Logo w Tag and descriptor OUTLINED](https://www.asv1.com/hs-fs/hubfs/ASV%20Logo%20w%20Tag%20and%20descriptor%20OUTLINED.png?width=856&height=352&name=ASV%20Logo%20w%20Tag%20and%20descriptor%20OUTLINED.png "ASV Logo w Tag and descriptor OUTLINED")](https://www.asv1.com/?hsLang=en) [![Let's Connect](https://hubspot-no-cache-na2-prod.s3.amazonaws.com/cta/default/5643294/f80506ee-ff89-4600-8111-82ce4d4074b7.png)](https://hubspot-cta-redirect-na2-prod.s3.amazonaws.com/cta/redirect/5643294/f80506ee-ff89-4600-8111-82ce4d4074b7) - [Experiential](https://www.asv1.com/work) - [All](https://www.asv1.com/work) - [Experiential](https://www.asv1.com/work#filter=.experiential) - [Adobe](https://www.asv1.com/adobe-nwsl) - [Ally Financial](https://www.asv1.com/ally-financial-nwsl) - [Benetton](https://www.asv1.com/benetton-retail-pop-up) - [Bonhams](https://www.asv1.com/bonhams-at-quail) - [Cadillac and Kia](https://www.asv1.com/work/cadillac-and-kia-floating-vehicles) - [Chase](https://www.asv1.com/work/chase-freedom-tour) - [Hally Hair](https://www.asv1.com/work/hally-hair-college-tour) - [HBO](https://www.asv1.com/work/hbo-house-of-the-dragon) - [Heinz](https://www.asv1.com/work/heinz-at-food-wine-classic) - [JW Marriott](https://www.asv1.com/case-study/jw-marriott) - [Lexus](https://www.asv1.com/lexus-at-food-wine-classic) - [Maru-Hi](https://www.asv1.com/work/maru-hi-at-tokyo-nights) - [OS Studios](https://www.asv1.com/case-study/maplecon) - [Powerade](https://www.asv1.com/work/powerade) - [Progressive](https://www.asv1.com/work/progressive-at-sturgis-motorcycle-rally) - [Sheraton](https://www.asv1.com/work/sheraton-lobby-lounge-los-angeles) - [Subway](https://www.asv1.com/work/subway-super-bowl) - [WatchTime](https://www.asv1.com/work/watchtime) - [Wendy's](https://www.asv1.com/case-study/wendys-sailgating) - [Wrigley's](https://www.asv1.com/wrigleys-extra-refreshers-sampling-tour) - [Corporate Events](https://www.asv1.com/work#filter=.corporate-events) - [CAA and CDW](https://www.asv1.com/work/caa-and-cdw-charity-golf) - [DISH](https://www.asv1.com/work/dish-team-summit-2024) - [The Culture Equity](https://www.asv1.com/the-culture-equity-at-usbc) - [TPH and Maesa](https://www.asv1.com/maesa-with-tph) - [Trade Shows](https://www.asv1.com/work#filter=.trade-shows) - [American Express](https://www.asv1.com/work/amex-marketplace) - [Imaging Endpoints](https://www.asv1.com/work/imaging-endpoints-at-asco) - [LA Libations](https://www.asv1.com/work/la-libations-at-expo-west-2023) - [NASCAR](https://www.asv1.com/nascar-at-la-auto-show) - [STAAR Surgical](https://www.asv1.com/work/staar-at-ascrs) - [Titan - Linq](https://www.asv1.com/work/titan-linq-at-anc) - [T-Mobile](https://www.asv1.com/work/t-mobile) - [VinFast](https://www.asv1.com/vinfast-at-ces) - [Watchtime](https://www.asv1.com/work/watchtime) - [Graphics](https://www.asv1.com/work#filter=.graphics) - [Dos Equis](https://www.asv1.com/work/dos-equis) - [Modelo](https://www.asv1.com/work/modelo-custom-shop) - [Puma](https://www.asv1.com/work/puma) - [Vehicle Wraps](https://www.asv1.com/work/vehicle-wraps) - [Scenic](https://www.asv1.com/scenic/intro) - [Services](https://www.asv1.com/scenic/services) - [Capabilities](https://www.asv1.com/scenic/capabilities) - [Leadership](https://www.asv1.com/scenic/leadership) - [Contact](https://www.asv1.com/scenic/contact) - [Services](https://www.asv1.com/services) - About - [Approach](https://www.asv1.com/approach) - [Our People](https://www.asv1.com/about) - [Community](https://www.asv1.com/community) - [Innovations](https://www.asv1.com/innovations) - [Contact](https://www.asv1.com/contact) [![Chase Sundance Template B](https://www.asv1.com/hubfs/Chase%20Sundance%20Template%20B.jpg "Chase Sundance Template B")](https://www.asv1.com/work/chase-at-sundance-film-festival?hsLang=en) ### Projects - [Adobe](https://www.asv1.com/adobe-nwsl) - [Ally Financial](https://www.asv1.com/ally-financial-nwsl) - [American Express](https://www.asv1.com/work/amex-marketplace) - [Benetton](https://www.asv1.com/benetton-retail-pop-up) - [Bonhams](https://www.asv1.com/bonhams-at-quail) - [CAA and CDW Charity](https://www.asv1.com/work/caa-and-cdw-charity-golf) - [Cadillac and Kia](https://www.asv1.com/work/cadillac-and-kia-floating-vehicles) - [Chase](https://www.asv1.com/work/chase-freedom-tour) - [DISH](https://www.asv1.com/work/dish-team-summit-2024) - [Dos Equis](https://www.asv1.com/work/dos-equis) - [Hally Hair](https://www.asv1.com/work/hally-hair-college-tour) - [HBO](https://www.asv1.com/work/hbo-house-of-the-dragon) - [Heinz](https://www.asv1.com/work/heinz-at-food-wine-classic) - [Imaging Endpoints](https://www.asv1.com/work/imaging-endpoints-at-asco) - [JW Marriott](https://www.asv1.com/case-study/jw-marriott) - [LA Libations](https://www.asv1.com/work/la-libations-at-expo-west-2023) - [Lexus](https://www.asv1.com/lexus-at-food-wine-classic) - [Maru-Hi](https://www.asv1.com/work/maru-hi-at-tokyo-nights) - [Modelo](https://www.asv1.com/work/modelo-custom-shop) - [NASCAR](https://www.asv1.com/nascar-at-la-auto-show) - [OS Studios](https://www.asv1.com/case-study/maplecon) - [Powerade](https://www.asv1.com/work/powerade) - [Progressive](https://www.asv1.com/work/progressive-at-sturgis-motorcycle-rally) - [Puma](https://www.asv1.com/work/puma) - [Sheraton](https://www.asv1.com/work/sheraton-lobby-lounge-los-angeles) - [STAAR](https://www.asv1.com/work/staar-at-ascrs) - [Subway](https://www.asv1.com/work/subway-super-bowl) - [The Culture Equity](https://www.asv1.com/the-culture-equity-at-usbc) - [Titan - Linq](https://www.asv1.com/work/titan-linq-at-anc) - [T-Mobile](https://www.asv1.com/work/t-mobile) - [TPH and Maesa](https://www.asv1.com/maesa-with-tph) - [Vehicle Wraps](https://www.asv1.com/work/vehicle-wraps) - [Vinfast](https://www.asv1.com/vinfast-at-ces) - [Watchtime](https://www.asv1.com/work/watchtime) - [Wendy's](https://www.asv1.com/case-study/wendys-sailgating) - [Wrigley's](https://www.asv1.com/wrigleys-extra-refreshers-sampling-tour) [![_MegaMenu 800x437 About2](https://www.asv1.com/hubfs/MegaMenu/_MegaMenu%20800x437%20About2.png "_MegaMenu 800x437 About2")](https://www.asv1.com/community?hsLang=en) ### About - [Approach](https://www.asv1.com/approach) - [Our People](https://www.asv1.com/about) - [Community](https://www.asv1.com/community) - [Innovations](https://www.asv1.com/innovations) ![Heinz & Philly Aspen Template Banner1](https://www.asv1.com/hs-fs/hubfs/Heinz%20%26%20Philly%20Aspen%20Template%20Banner1.jpg?width=1380&height=920&name=Heinz%20%26%20Philly%20Aspen%20Template%20Banner1.jpg) # Heinz & Philly at Food & Wine Classic   ### Project Overview Meredith approached ASV to design two triangular display spaces showcasing Kraft Heinz and Philadelphia Cream Cheese at the 40th Anniversary of the Food & Wine Classic in Aspen. Building off a successful activation in 2022, we were tasked with modifying the existing elements that were previously produced while integrating new eye-catching elements. ASV produced display spaces that allowed for each brand to shine individually while creating a sense of cohesion, tying these generational household products together. Given this was a Food & Wine event, sampling was a key deliverable for each brand. Each display was fitted with a butcher block distribution counter that allowed for guests to walk up and engage with the onsite chefs before grabbing their bites. The display walls were fully reskinned with fabric graphics as well as photo frames that showcased classic dishes that could be made with Ketchup and Cream Cheese respectfully. The highlight of each booth was a large LED Neon photo op which invited guests to pose with their plates as well as some product that we had on display.   Our agency partners as well as representatives from Heinz and Philadelphia were elated with how accurately we were able to depict what we had been ideating through the design process. A few thousand guests visited each booth during the five Grand Tasting Sessions with many coming back for seconds. By allowing the product and individual brands to shine in these spaces, ASV was able to cultivate a comforting setting for consumers to engage with brands that they see each time they open their fridge.   [![More Experiential](https://hubspot-no-cache-na2-prod.s3.amazonaws.com/cta/default/5643294/f7c0a415-c78c-40fb-833c-9a856dcd4fbd.png)](https://hubspot-cta-redirect-na2-prod.s3.amazonaws.com/cta/redirect/5643294/f7c0a415-c78c-40fb-833c-9a856dcd4fbd) ![Heinz & Philly Aspen Template A1](https://www.asv1.com/hubfs/Heinz%20%26%20Philly%20Aspen%20Template%20A1.jpg "Heinz & Philly Aspen Template A1") ![Heinz & Philly Aspen Template B1](https://www.asv1.com/hubfs/Heinz%20%26%20Philly%20Aspen%20Template%20B1.jpg "Heinz & Philly Aspen Template B1") ![Heinz & Philly Aspen Template C](https://www.asv1.com/hubfs/Heinz%20%26%20Philly%20Aspen%20Template%20C.jpg "Heinz & Philly Aspen Template C") ![Heinz & Philly Aspen Template D](https://www.asv1.com/hubfs/Heinz%20%26%20Philly%20Aspen%20Template%20D.jpg "Heinz & Philly Aspen Template D") ![Heinz & Philly Aspen Template E1](https://www.asv1.com/hubfs/Heinz%20%26%20Philly%20Aspen%20Template%20E1.jpg "Heinz & Philly Aspen Template E1") ![](https://www.asv1.com/hubfs/ASV%20Logo%20w%20Tag%20and%20NMSDC%20Horiz%20KO.png) 866-217-2781 [info@asv1.com](mailto:info@asv1.com) 19603 S. Vermont Ave. Torrance, CA 90502 - [Privacy Policy](https://www.asv1.com/hubfs/Privacy%20Policy.pdf) ©2010 - 2026 ASV ![](https://px.ads.linkedin.com/collect/?pid=4703532&fmt=gif)