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.