OVERVIEW
An integrated campaign to make Heinz Ketchup synonymous with breakfast. Our team reinvents the idea of breakfast using the ultimate killer sauce, Heinz Jalapeño Ketchup, so Gen Z never skips it again.
Role
UI Design and Motion Graphics
Team
Thalia Merino, Vashtie Persaud, Shalika Thappali, Cecilia Garcia Pizales
Duration
7 Weeks
Tools
Figma, After Effects, Illustrator (Adobe Suite)
Recognition
Young Ones, One Show (3) Merits 2025
PROBLEM
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
Disrupt the breakfast market by tackling the idea of bland morning food using Heinz Jalapeño Ketchup. Playing on a suspense-filled murder mystery and the personification of the product to engage audiences.
Storyboard Developed by Shalika Thappali & Vashtie Persaud. Video Editing & Animation by Thalia Merino.
Insight
Modern consumers crave convenient options that align with their evolving tastes and busy lifestyles.
Message
A Killer Breakfast! The boring old breakfast must go, and Heinz has just the plan for it. The ultimate killer sauce: Heinz Jalapeño Ketchup.
ROLL-OUT PLAN
How does Heinz take over both physical and digital spaces?
OUT-OF-HOME
Build suspense over who killed breakfast. Takeover cities and social media by asking audiences “whodunit.”
MICROSITE
Gain access to limited merch and reserve your spot for the Heinz Murder Mystery Brunch.
MURDER MYSTERY BRUNCH
Takes place at Hotel Chelsea, notable for its true-crime reputation, for a fun experience with friends and to share online.
KPIs
Brand impact, audience engagement, and business outcomes are all important factors and indicators of a rebranding’s success.
Engagement and Impressions
Analyze usage of our hashtag (#heinzWhoDunit) and brand mentions, including CTR on teaser ads.
Interactive Participation
Amount of participants and reservations for activation, clue engagement rate, and engagement rate on campaign-related posts.
Brand and Product Sentiment
Product sales, analysis of social media, and reviews to track sentiment changes. Also, add-to-cart rate from the Microsite.
TAKEAWAYS
An overall reflection of the project and the next steps.
Valuable Insight
Understanding the problem, delving into the human truth and cultural tension of this service or product, helps identify a clear solution.
International Considerations
While my team began this project, most of our activations were centered in the US. However, we hope to expand our executions and promotions globally.
What’s Next?
Key influencers and brand ambassadors on social media to encourage the audience to use Heinz Jalapeño Ketchup.
Next Project
SOCIAL MEDIA
Everywhere, Heinz will be seen as the culprit of killing boring old breakfast. Challenge the audience to try this new product!