01 / The campaign
Heinz Jalapeño Ketchup
A creative advertising concept for Heinz Jalapeño Ketchup.
Creative advertising / student concept
HEINZ.
#undisasteryourmorningafter
FormatCampaign concept
RoleCopywriter · with Emma Thomas and Anya Sanchez
The case study / in six beatsHow I think.
How I think.
What I made.
The challenge
Make Heinz Jalapeño Ketchup a breakfast staple for Gen Z and younger millennials.
The insight
The morning after a night out is a moment with a specific mood and a reason to want breakfast.
My role
I was the copywriter. I shaped the campaign messaging and wrote copy across social, transit, and experiential concepts.
The strategy
Give the brand a playful role in the morning-after ritual.
The work
Transit, Instagram, TikTok, and a breakfast food truck concept are shown in the gallery.
The output
A campaign system carried from transit and social into an experiential food truck idea.
The idea
A line worth remembering.
The brief: make Heinz Jalapeño Ketchup a breakfast staple for Gen Z and younger millennials. We built the campaign around the morning after: an occasion where a little heat, humor, and breakfast can turn the day around.
The concept spans transit ads, Instagram comments, TikTok responses, and a breakfast food truck.
A closer look
Flip through the work.
01 / 07
02 / The brief
Own breakfast.
Reach Gen Z and younger millennials and make Heinz Jalapeño Ketchup a breakfast staple.
03 / The idea
Undisaster your morning after.
Turn a regrettable morning after into a moment where a spicy breakfast condiment belongs.
04 / Out of home
Where the day begins.
Transit ads bring the idea into the morning commute.
05 / Social
Join the conversation.
Instagram comment concepts extend the campaign into college lifestyle content.
06 / TikTok
React in the moment.
A short-form response idea connects Heinz to morning-after videos.
07 / Experiential
Breakfast on wheels.
A food truck concept makes the product part of early mornings in the real world.