Where learning meets life: How Edcom ADventure and Kraft Heinz are shaping the marketers and agency teams of tomorrow.

“Education is not preparation for life; education is life itself”. John Dewey’s words are the perfect frame for the magic of Edcom’s annual ADventure competition. A competition where classrooms become boardrooms, students become agency teams, and ideas are forged in the same high-pressure environment that defines real-world marketing.

Edcom ADventure has been Europe’s leading pan-European competition since 2008, offering students a hands-on experience of the advertising industry. Over six months, one (very) lucky brand challenges dozens of universities and thousands of students across Europe and the UK. The winning team earns the ultimate prize: a place at the Cannes Lions International Festival of Creativity in summer 2026.

Organised by Edcom, the European Institute for Education in Commercial Communications, ADventure gives students the opportunity to create standout campaigns in response to a brief from a real client, gain practical insights into the industry they aspire to join, and master the art of pitching under pressure. The process culminates in live presentations to an audience of marketers, academics and agency leaders in real pitch conditions closely overseen by Richard Robinson, Edcom Board Member and Executive Director of the intermediary Ingenuity+.

For the 2025/2026 edition, Edcom is partnering with Heinz. The brand has set a bold brief, challenging students across Europe to inject their insight, creativity and personal vision into Heinz Ketchup; the iconic, award-winning brand celebrated worldwide for its quality, care, creativity and cultural impact.

The briefing on the 9th October saw the Heinz brand team unveil the secrets behind this year's challenge, supported by Dr Kirstie Riedl, Co-President of Edcom and Head of Programme for Green Marketing & Sustainability Communication at The University of Applied Sciences Wiener Neustadt. The competition is open to all students enrolled at Edcom-affiliated universities and business schools.

Following the success of Fontys University of Applied Sciences, last year’s ADventure winners for Taylors of Harrogate, expectations are running high.

Dr Kirstie Riedl, President of Edcom and Head of Programme for Green Marketing & Sustainability Communication at The University of Applied Sciences Wiener Neustadt: “The ADventure competition continues to light up students, universities and lecturers alike right across Europe and we're excited to be partnering with Kraft Heinz to bring a truly outstanding brief to the classroom. The opportunity for students to partner with a world class brand is something we're very proud of”

 Karen Owen, Chief Growth Officer, Europe & Pacific Developed Markets at Kraft Heinz:

"Europe is bursting with young talent and we’re thrilled to partner in this with Edcom ADventure that calls for curiosity, creativity and consumer obsession. We encourage applicants to channel the pioneering spirit on which Heinz was founded and embrace the ‘all in’ attitude that differentiates the brand and its fans”

Richard Robinson, Executive Director of Ingenuity+: “This brief is nothing short of outstanding, the kind of brief every brand should strive to create whenever they call for ideas. I couldn’t be more optimistic for what we’re about to see from the students over the coming months.”