Social Campaign

Problem: Gen Z’s morning routines are dull and lackluster. They need Heinz Jalapeño Ketchup to make their mornings more exciting.

Insight: 30% of consumers are buying both hot sauce and Heinz, and 63% of users are most likely to buy from a brand that they already use. However, Heinz Jalapeño Ketchup is scored lowest on "overall liking” in consumer testing.

Solution: Launch the campaign Heinz Hot Mornings to get Gen Z more excited about Heinz Jalapeño Ketchup and Heinz pepper ketchup varieties. Using playful and retro aesthetics in social content and a pop-up breakfast experience, the campaign will make Heinz Jalapeño Ketchup the go-to breakfast condiment for Gen Z’s morning routine.