Heinz_

Heinz_

Heinz_

Challenge

Challenge

Make Heinz Jalapeño ketchup synonymous with breakfast for a Gen Z audience.

Problem

At 49%, Gen Z has the lowest daily breakfast rate compared to other generations.

Solution

Using a suspenseful murder mystery to showcase how the ultimate killer sauce eliminates the old breakfast and reinvents it with a bold spicy flavor.

Roles

UI Designer - Graphic Designer - Packaging Designer

UI Designer
Design System Packaging Designer

Team

Shalika Thappali- Cecilia Garcia Pizales - Thalia Merino - Vashtie Persaud

Shalika Thappali Cecilia Garcia Pizales Thalia Merino
Vashtie Persaud

Tools

Adobe Creative Cloud - Adobe After Effects - Adobe Firefly - Figma

Adobe Creative Cloud
Adobe After Effects Adobe Firefly
Figma

Duration

15 weeks

Case Study

Case Study

Case Study

Research

Research

Research

Problem

Problem

Problem

Gen Z skips breakfast more than any generation before.
Ketchup, a known household item, is uninteresting and not synonymous with breakfast.

Gen Z skips breakfast more than any generation before.
Ketchup, a known household item, is uninteresting and not synonymous with breakfast.

Gen Z skips breakfast more than any generation before.
Ketchup, a known household item, is uninteresting and not synonymous with breakfast.

Bland. Basic. Boring.

Traditional breakfast items feel outdated and uninspiring to modern consumers, who crave fresh, convenient options that align with their evolving tastes and busy lifestyles.

Touch Points

Touch Points

Touch Points

A Murderer on The Loose

A Murderer on The Loose

A Murderer on The Loose

We started our campaign by taking over Manhattan, turning the city into a crime scene with posters whodunit?

#Whodunit?

#Whodunit?

#Whodunit?

The story continues to unfold on social media by taking our storyline and immersing our viewers as witnesses to this cruel crime through short-form videos.

We challenge viewers to show how they kill breakfast using Heinz Jalapeño ketchup and the #Whodunit hashtag.

We challenge viewers to show how they kill breakfast using Heinz Jalapeño ketchup and the #Whodunit hashtag.

Join The Case

Join The Case

Join The Case

After showing how they killed their breakfast on Social media, We take our audience into their own murder mystery in this immersive heinz brunch experience.

Try it Yourself!

Measuring Success

Measuring Success

Measuring Success

100M+

100M+

100M+

Social media impressions (over six months if sustained long-term).

Social media impressions (over six months if sustained long-term).

Social media impressions (over six months if sustained long-term).

10-50%

10-50%

10-50%

Increase in consumer engagement in terms of likes, shares, and comments.

Increase in consumer engagement in terms of likes, shares, and comments.

Increase in consumer engagement in terms of likes, shares, and comments.

10-30%

10-30%

10-30%

Boost in brand sentiment and sales (Higher with global expansion potential).

Boost in brand sentiment and sales (Higher with global expansion potential).

Boost in brand sentiment and sales (Higher with global expansion potential).

Takeaway

Takeaway

What I Learned

What I Learned

What I Learned

Have a Strong Insight

Deriving the idea from a delivers a strong impact as the idea comes from an issue that exists in real life.

Involve the Audience

People want to participate, not just watch. Including an activation expands the idea to create a lasting impact on consumers.

Think Ahead

We saw potential to expand internationally and include other countries cuisine and sayings similar to “We’re Killing It” in their culture’s version of the brunch.

Have a Strong Insight

Deriving the idea from a delivers a strong impact as the idea comes from an issue that exists in real life.

Involve the Audience

People want to participate, not just watch. Including an activation expands the idea to create a lasting impact on consumers.

Think Ahead

We saw potential to expand internationally and include other countries cuisine and sayings similar to “We’re Killing It” in their culture’s version of the brunch.

Have a Strong Insight

Deriving the idea from a delivers a strong impact as the idea comes from an issue that exists in real life.

Involve the Audience

People want to participate, not just watch. Including an activation expands the idea to create a lasting impact on consumers.

Think Ahead

We saw potential to expand internationally and include other countries cuisine and sayings similar to “We’re Killing It” in their culture’s version of the brunch.

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