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wake it up!
heinz
role: social media strategist.
the campaign
Heinz Jalapeño Ketchup wants to be synonymous with breakfast food, but ketchup as a condiment is on the decline, and hot sauce is on the rise. Taking iconic breakfast foods from major cities, we invite Gen Z to “Wake It Up” with Heinz. To fire up the campaign, it begins with a social challenge that encourages users to wake others up in the spiciest way they can. To make things even hotter, every post that uses the hashtag donates $1 toward the School Breakfast Program fund.
social activation
Our social challenge will launch on June 6th, National Hunger Awareness day. The challenge invites people to record themselves waking someone up in an absurd way and post it with the hashtag #WakeItUp. For every post Heinz receives, $1 will be donated to the School Breakfast Program (SBP) to help kids have free breakfast when they go to school.
challenge
Heinz Jalapeño Ketchup is turning up the heat to fight childhood hunger with the #WakeItUp challenge. Wake someone up in the most ridiculous way possible, tag @Heinz, and use #WakeItUp. For every post, we’ll donate $1 toward providing breakfast for kids in need, with a goal of raising $1,000,000. Because everyone deserves breakfast.
ooh
The Heinz Jalapeño Ketchup OOH series features four billboard ads, each strategically designed to complement a regional breakfast staple in a specific city: a breakfast omelette in Denver, a New York City bagel, a Chicago skillet, and breakfast tacos in San Antonio.
Hot off the press, it’s the latest issue of The Breakfast Timez. But Gen Z doesn’t read the paper, so how do we get this coveted newspaper into their hands?
stunt
Heinz Mail Workers drop packages all over the major cities, inside each package is a copy of The Breakfast Timez, mugs, an alarm clock, and their very own bottle of Heinz Jalapeño Ketchup.
experience
ketchup mobile
As part of its commitment to giving back, the Heinz Jalapeño Ketchup campaign is hitting the road with a life-size ketchup truck, bringing more than just bold flavor—it’s bringing breakfast to kids who need it most. The truck will visit elementary schools across the country, delivering checks to help cover breakfast costs, through the School Breakfast Program.
microsite
spec ad
made in collaboration with:
olivia esposito
riley ferris
anika cofiño
evelyn venezky
bianca laurita
ryan firmin
valentina scherlee
film team:
tylar seamen
charlie richardson
jake murphy
michele chwala
maria pelletier
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