EvolveZ's fourth Brand Ambassador program with Nestlé, introducing Hot Pockets' High Protein innovation to Gen Z via nationwide campus sampling and social content.
Overview
Hot Pockets became EvolveZ's fourth consecutive Brand Ambassador program with Nestlé, building on successful activations across the Nestlé portfolio. The goal was to re-introduce a brand nearly every consumer grew up with to the Gen Z audience now making their own grocery decisions, and drive trial of two innovation priorities: the new High Protein line and single-pack versions of the classic Pepperoni and Ham & Cheese.
EvolveZ deployed 50 Ambassadors across 43 campuses nationwide. Because Hot Pockets is a frozen product, Ambassadors bought product from local retail partners (reimbursed through the program) and distributed unopened, uncooked samples through Greek organizations, student clubs, and on-campus events. This kept the program tied directly to store shelves, with students selected based on proximity to nearby retailers where the product was in stock.
Alongside sampling, Ambassadors created TikTok posts, Instagram Reels, and Instagram Stories that put Hot Pockets in real Gen Z moments: late-night study sessions, pre-workout fuel, dorm hangs, and taste tests.
EvolveZ managed the full program lifecycle: Ambassador recruitment and vetting, brand training and onboarding, retail logistics coordination, pre-publish content review, and weekly performance reporting through CreatorIQ.
The Program in Action
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