OVERVIEW

Heinz is launching its bold new Jalapeño Ketchup to be part of Gen Z’s breakfast.



Heinz is launching its bold new Jalapeño Ketchup to be part of Gen Z’s breakfast.

AWARDS

The One Show Young Ones – Client Pitch Competition (Finalist)

The One Show Young Ones – Integrated Campaign (Merit)

The One Show Young Ones – Social Media (Merit)

The One Show Young Ones – Experiential & Immersive (Merit)

PROBLEM

At 49%, Gen Z has the lowest daily breakfast rate compared to other generations.

SOLUTION

Killing boring breakfasts. Heinz Jalapeño Ketchup brings a bold flavor that makes skipping the day’s first meal unthinkable.

MY ROLE

Graphic Designer

TEAM

Shalika Thappali

Thalia Merino

Vashtie Persaud

Cecilia Garcia

TOOLS

Figma, After Effects, Photoshop, Illustrator, Firefly, Blender

DURATION

2 months

TABLE OF CONTENTS

01

CASE STUDY

01

CASE STUDY

01

CASE STUDY

02

INTEGRATED CAMPAIGN

02

INTEGRATED CAMPAIGN

02

INTEGRATED CAMPAIGN

03

TOUCHPOINTS

03

TOUCHPOINTS

03

TOUCHPOINTS

04

MEASURING SUCCESS

04

MEASURING SUCCESS

04

MEASURING SUCCESS

01/CASESTUDY

02/INTEGRATED CAMPAIGN

In the "We’re Killing It" campaign, New York becomes a crime scene, featuring photos of breakfast dishes splattered with ketchup. 

The twist? Heinz is behind it, killing boring breakfasts to make sure Gen Z never skips it again.


-> Who killed breakfast?

INSIGHT

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Traditional breakfast items feel outdated and uninspiring to modern consumers, who crave fresh, convenient options that align with their evolving tastes and busy lifestyles.

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Traditional breakfast items feel outdated and uninspiring to modern consumers, who crave fresh, convenient options that align with their evolving tastes and busy lifestyles.

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Traditional breakfast items feel outdated and uninspiring to modern consumers, who crave fresh, convenient options that align with their evolving tastes and busy lifestyles.

CONSUMER PROBLEM

Where's Breakfast?

Gen Z & Millennials skip breakfast more often than any generation before, with the lowest daily rate of breakfast consumption at 49%, meaning they miss out on the benefits of the most important meal of the day.

Where's Breakfast?

Gen Z & Millennials skip breakfast more often than any generation before, with the lowest daily rate of breakfast consumption at 49%, meaning they miss out on the benefits of the most important meal of the day.

Where's Breakfast?

Gen Z & Millennials skip breakfast more often than any generation before, with the lowest daily rate of breakfast consumption at 49%, meaning they miss out on the benefits of the most important meal of the day.

03/TOUCHPOINTS

Posters, billboards, social media, a microsite, and an immersive mystery brunch came together in this integrated 360 campaign, making breakfast anything but boring.


-> Gen Z loves campaigns they can participate in, not just observe.

TOUCHPOINT 1

AOH POSTERS

The posters introduce the “victims” of the breakfast murder mystery and tease the reveal of who’s responsible one week later.

TOUCHPOINT 2

BILLBOARD

The billboard shows the before-and-after of each breakfast victim and announces that Heinz Jalapeño Ketchup “killed it.”

TOUCHPOINT 3

SOCIAL MEDIA

Social content releases evidence from the crime scene in short, fast reels that point to Heinz Jalapeño Ketchup as the culprit.

TOUCHPOINT 4

MICROSITE

The microsite extends the crime-scene theme and lets people find the nearest Murder Mystery Brunch and access campaign extras.

TOUCHPOINT 5

MURDER MYSTERY BRUNCH

The in-person brunch invites guests to solve their own breakfast mystery while tasting our killer dishes made with Heinz Jalapeño Ketchup.

04/MEASURING SUCCESS

To evaluate the impact of the campaign, we focused on clear performance indicators.

  • Social media impressions and engagement with #whodunit?

  • Traffic and interaction on the microsite

  • Attendance at the Murder Mystery Brunch

  • Increase in sales of Heinz Jalapeño Ketchup

TAKEAWAYS

What I learnt doing this project:

  • At the client pitch competition, I learnt that presenting an idea means guiding the audience step by step, and it’s best to assume they know nothing about the brand or the brief.

  • The most impactful campaigns involve the audience, because people want to participate, not just watch.