Heinz, We're Killing It!

An animated campaign story about how Heinz jalapeño ketchup saved breakfast.

Tackling the Young Ones, One Show Brief for Heinz >

Recognition

Young Ones, One Show - Student Client Pitch: Finalist
Young Ones, One Show - Merit x3: Integrated Campaign, Social Media, Experiential and Immersive

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.

This is why Heinz is disrupting the breakfast market by killing breakfast itself. Creating a new form of morning meals. Playing with a suspense-filled murder mystery and the personification of Heinz Ketchup to engage audiences.

Role & Scope: Motion Designer and UI Design (Microsite)
Team: Thalia Merino, Vashtie Persaud, Shalika Thappali, Cecilia Garcia Pizales
Tools: Figma, After Effects, Illustrator (Adobe Suite)
Duration: 12 Weeks

Heinz, We're Killing It!

An animated campaign story about how Heinz jalapeño ketchup saved breakfast.

Tackling the Young Ones, One Show Brief for Heinz >

Recognition

Young Ones, One Show - Student Client Pitch: Finalist
Young Ones, One Show - Merit x3: Integrated Campaign, Social Media, Experiential and Immersive

CAse study

Style Frames by Vashtie Persaud and Shalika Thappali.
Motion Design by Thalia Merino.

Insight
Too busy to breakfast, that’s Gen Z and Millennials

We discovered 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.

Consumer 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?

Whodunit?

Scatter poster-teasers throughout select locations, beginning in NY, and on social media. Draw attention.

Unmask the Culprit

After building anticipation and generating engagement, give the audience what they seek. An answer.

Bold Enough?

Challenge the audience to try this new, bold Jalapeño flavor and share their experience online for special perks.

Solve it!

Through the microsite, access limited merch and reserve your spots in a special experience to unmask their own culprit.

You’re Invited

Invite the audience to the main activation, the Heinz Murder Mystery Brunch, at Hotel Chelsea with special Heinz meals.

Whodunit?

Scatter poster-teasers throughout select locations, beginning in NY, and on social media. Draw attention.

Unmask the Culprit

After building anticipation and generating engagement, give the audience what they seek. An answer.

Bold Enough?

Challenge the audience to try this new, bold Jalapeño flavor and share their experience online for special perks.

Solve it!

Through the microsite, access limited merch and reserve your spots in a special experience to unmask their own culprit.

You’re Invited

Invite the audience to the main activation, the Heinz Murder Mystery Brunch, at Hotel Chelsea with special Heinz meals.

OOH
It all begins by building suspense over who killed breakfast: Whodunit? Takeover of cities and social media by encouraging audiences to participate in solving the crime.

Social Media

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.

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.

The 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.

Work

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