Heinz Jalapeno Ketchup
Win the Morning.
Art Direction - Concept - Design, Copywriting
OBJECTIVES
Insight
The “Morning Routine” has become an obsession with a high performance metric. But most people find the actual effort of these routines exhausting or unattainable and would much rather have a solid breakfast to shortcut the same feeling of intensity.
Objective
Tapping into this behavior, Heinz is kickstarting people’s morning by providing the rush of the “morning workout” through a bold breakfast experience rather than a treadmill.
Idea
We positioned Heinz Jalapeño Ketchup as the shortcut to feeling energized and accomplished the moment you finish your breakfast. By showing how eating Heinz Jalapeño Ketchup mimic the aesthetic and endorphin rush of a morning workout, it’s basically a workout for your tastebuds.