When Heinz wanted to inspire younger cooks to use Lea & Perrins Worcester sauce, the brand partnered with Sorted Food, a YouTube channel with particular strength in the 18-to-30 age bracket. With its established community and credible social footprint, Sorted Food proved a perfect fit for Heinz. Together they produced 10 recipe videos and two road-trip videos exploring the roots of Worcestershire sauce. Heinz then drove reach among relevant consumers using TrueView ads and remarketing lists. The result: 2.2 million channel views, increased brand awareness and a whole new audience of inspired younger consumers.