Heinz, We're Killing it.
Heinz, We're Killing it.
Heinz, We're Killing it.
Heinz, We're Killing it.
Integrated Campaign
Integrated Campaign
Integrated Campaign
Integrated Campaign
Overview
Overview
Heinz’s Jalapeño Ketchup becomes the anti-hero needed to put an end to bland breakfast.
Heinz’s Jalapeño Ketchup becomes the anti-hero needed to put an end to bland breakfast.
Team
Team
My Role
My Role
Research
Art Direction
Motion Design
Research
Art Direction
Motion Design
Tools
Tools
Figma
Miro
Adobe CC
Figma
Miro
Adobe CC
Duration
Duration
15 Weeks
15 Weeks
Consumer Problem
Consumer Problem
Gen Z & Millennials skip breakfast more often than any generation before, with the lowest daily rate of breakfast consumption at 49%.
Gen Z & Millennials skip breakfast more often than any generation before, with the lowest daily rate of breakfast consumption at 49%.
Consumer Message
Consumer Message
You will be able to enjoy a new and improved breakfast by using the ultimate killer sauce, Heinz Jalapeño Ketchup.
You will be able to enjoy a new and improved breakfast by using the ultimate killer sauce, Heinz Jalapeño Ketchup.
Challenge
Challenge
Make HEINZ Ketchup synonymous with breakfast.
Make HEINZ Ketchup synonymous with breakfast.
Research
Target Audience
Gen Z & Younger Millenials
Age: 20-35
Age: 20-35
Culinarily curious to new flavors & cuisines
Too busy/unmotivated to make time for breakfast
Culinarily curious to new flavors & cuisines
Too busy/unmotivated to make time for breakfast
Convention
Convention
Ketchup is a traditional
complimentary product, unchanged and well-known.
Ketchup is a traditional
complimentary product, unchanged and well-known.
Vision
Vision
Continue Heinz’s innovation streak
and redefine ketchup to make breakfast unskippable.
Continue Heinz’s innovation streak and redefine ketchup to make breakfast unskippable.
Insight
Insight
Bland. Basic. Boring
Bland. Basic. Boring
Traditional breakfast items feel outdated and uninspiring to modern consumers, who crave fresh, convenient options that align with their evolving tastes and busy lifestyles.
Traditional breakfast items feel outdated and uninspiring to modern consumers, who crave fresh, convenient options that align with their evolving tastes and busy lifestyles.
Disruption
Disruption
A Crime of Passion Against Breakfast
A Crime of Passion Against Breakfast
The idea of breakfast is just dying out as more choose to skip it and risk the harm that come with missing out on the most important meal of the day.
So.....we decided to put it out of it’s misery using the ultimate killer sauce.
Start your morning with a spicy kick and kill your hunger (and a boring breakfast) with Heinz Jalapeno Ketchup.
The idea of breakfast is just dying out as more choose to skip it and risk the harm that come with missing out on the most important meal of the day.
So.....we decided to put it out of it’s misery using the ultimate killer sauce.
Start your morning with a spicy kick and kill your hunger (and a boring breakfast) with Heinz Jalapeno Ketchup.
Customer Journey
Customer Journey
01 — #Whodunit?
01 — #Whodunit?
The campaign starts out painting the town red (with ketchup) as we rollout a breakfast crime scene asking “Whodunit?”
A week later, we reveal it was Heinz!
The campaign starts out painting the town red (with ketchup) as we rollout a breakfast crime scene asking “Whodunit?”
A week later, we reveal it was Heinz!
#HeinzWhodunit?
Continuing on social media, we challenge viewers to show how they “killed” their own breakfast with our killer sauce, using the hashtag “#HeinzWhodunit”
Continuing on social media, we challenge viewers to show how they “killed” their own breakfast with our killer sauce, using the hashtag “#HeinzWhodunit”
02 — You're Invited!
Through the posters and social media rollout, a QR code to our campaign microsite can be found
We invite our breakfast skippers to become the killers....and detectives as they earn the chance solve their own mystery with friends and family of all ages.
Through the posters and social media rollout, a QR code to our campaign microsite can be found
We invite our breakfast skippers to become the killers....and detectives as they earn the chance solve their own mystery with friends and family of all ages.
Reflection
Reflection
Predicted Performance Metrics
Predicted Performance Metrics
100M+ social media impressions (over six months if sustained long-term).
10-50% increase in consumer engagement in terms of likes, shares, and comments.
10-30% boost in brand sentiment and sales (Higher with global expansion potential).
100M+ social media impressions (over six months if sustained long-term).
10-50% increase in consumer engagement in terms of likes, shares, and comments.
10-30% boost in brand sentiment and sales (Higher with global expansion potential).
