Heinz | Kick Your Ick
🏆 SILVER ADDY AAF Miami 2025
Ask: Make Heinz Jalapeño Ketchup the #1 breakfast staple, while appealing to Gen Z on social
Insight: Gen Z has a newfound repulsion for eggs, the most popular breakfast food, due to the social media-driven “egg ick”
Big Idea: Position Heinz Jalapeño Ketchup as the perfect bold spice to kick the egg ick
Art Direction
Valentina Arboleda
Copywriting
Sabrina Greenberg
Case Study
For those who don’t know:
Social
Because people are talking about their egg icks on social media…
Social Launch
We’ll start by sending our message out on the trend’s main platforms.
Then, we’ll find the top food influencers on TikTok & send them PR to generate content of them enjoying their eggs with Heinz Jalapeño Ketchup.
Influencer Marketing
And, we’ll show up in contextually relevant places to make Heinz Jalapeño Ketchup the breakfast savior front-and-center.
