Problem
What Happened to Breakfast?
Studies show Gen Z & Millennials skip breakfast more often than any generation before, with the lowest daily rate of breakfast consumption at 49%. Often missing out on enjoying Heinz and increasing the growing decline of Heinz in the condiment choices.
Solution
Killing Breakfast to save it
Disrupt the breakfast market by officially killing it using Heinz Jalapeño Ketchup, creating a new form of morning meals. Playing with a suspense-filled murder mystery and the personification of the product to engage audiences.
CAse study Video
Uncover The Mystery
Brand strategy
Gen Z and Millennials are busy
An insight we discovered is that modern consumers crave convenient options that align with their evolving tastes and busy lifestyles. Meaning they desire excitement, something easily accessible, and low effort.
Brand strategy
Message: A Killer Breakfast
How will we persuade the audience to have breakfast? First of all, the boring old breakfast must go, and Heinz has just the plan for it. The ultimate killer sauce: Heinz Jalapeño Ketchup has to make a splash!
Roll-Out plan
How will Heinz Reach their Audience?
OOH
Whodunit?
It all begins by building suspense over who killed breakfast. Takeover cities and social media by encouraging audiences to participate in solving the crime.
Microsite
Join the Heinz Murder Mystery Brunch
Through social media, audiences will uncover our Microsite, where they’ll gain access to limited merch and be able to reserve their spot for a unique Heinz experience.
Experience
You're Invited
The Heinz Murder Mystery Brunch takes place at Hotel Chelsea, notable for its true-crime reputation, for an immersive experience to solve a mystery of their own alongside friends with exclusive Heinz meals.
KPIs
Impressions, Engagement, and Brand’s Sentiment
Analyze usage of our hashtag (#HeinzWhoDunit) and brand mentions, including CTR on teaser ads.
The number of participants and reservations for activation, clue engagement rate, and engagement rate on campaign-related posts.
Product sales, analysis of social media, and reviews to track sentiment changes. Also, add-to-cart rate from the Microsite.
Takeaways
Insights, Client pitch Finalist, and What’s Next?
Understanding the problem, delving into the human truth and cultural tension of this service or product, helps identify a clear solution.
While my team began this project, most of our activations were centered in the US. During a client pitch competition, we received valuable feedback, which made us consider how we plan to expand our executions and promotions globally.
Next steps include assigning key influencers and brand collaborations on social media to encourage the audience to use Heinz Jalapeño Ketchup.
Next Project
Grindr UI & UX
UX Research
UI Design
Motion
Social Media
The Culprit has been Caught
Once Heinz is uncovered for killing boring old breakfast, challenge the audience to try this new product and test it for themselves for special rewards and experiences.