concept

A social-first campaign that makes Heinz Jalapeño Ketchup a breakfast staple for Gen Z & younger millennials. Through "Text [Wake Up]", users receive a motivational message and a breakfast recipe featuring Heinz Jalapeño Ketchup, inspiring them to start their day with bold flavor.

big idea

Wake up with something hot! Instead of doom scrolling in the morning, receive a spicy text and wake up with Heinz jalapeno Ketchup–because a bold start makes for a bold day.

text message mockup

social

challenge

Get Gen Z and younger millennials to make Heinz Jalapeño Ketchup the #1 breakfast staple by showing up at the most important meal of the day, because its thick and rich taste elevates any morning routine—with a focus on social media.