The Ask
Make HEINZ Jalapeno Ketchup synonymous with breakfast for Gen Z and Millennials
The Problem
Eggs are the most popular breakfast choice for millennials and Gen Z but the egg ick (a sudden aversion to the taste of eggs) is keeping them from enjoying their favorite breakfast.
The Insight
Social listening revealed that egg lovers have discovered two remedies to the Egg Ick. They’re hot sauce and ketchup, and luckily, Heinz Jalapeno is a combination of both.
Solution
We’ll make Heinz Jalapeno ketchup a breakfast staple by making it the ultimate egg cure and launching the 13th egg, an egg-shaped bottle of jalapeno ketchup to save every dozen.
There is no single breakfast food more popular than eggs among Gen Z & Millenials.
Scrambled, boiled, with bacon, over easy, on avocado toast, you name it.
But eggs have a big problem. And it strikes when you least expect it.
Currently over 5 million TikTok users are experiencing it.
When we talked to Egg Ick victims, we found that they’ve discovered two remedies: ketchup and hot sauce.
What if a condiment was both spicy and ketchup?
Heinz Jalapeño Ketchup hits the sweet spot between ketchup and hot sauce. It can be the ultimate fix for Egg Ick victims, combining two tried-and-true remedies in one.
Let’s turn HEINZ Jalapeno Ketchup into a breakfast staple by fixing eggs forever.
Introducing the 13th Egg, an egg-shaped bottle of HEINZ Jalapeno Ketchup to fix every dozen.
OOH
Collaborators
art director Alex Ward
copywriter Henry Coffey
copywriter Callum Leitenberg
copywriter Boyan Zlatarski