The Center Of Spice
The Center of Spice campaign makes Heinz Jalapeño Ketchup the essential ingredient that elevates breakfast with bold heat. It positions Heinz Jalapeño as the flavorful centerpiece that turns any dish into a warm, harmonious experience, encouraging consumers to spice up their mornings.
Strategy
Drawing attention through mysticism with a heavy focus on Gen Z but also targets just about anyone.
Campaign:
Placements
Rise and Heinz
The Heinz Breakfast Food Trucks will offer an energizing start to the day with affordable breakfast meals featuring Heinz Jalapeño Ketchup. These trucks will be strategically parked in locations that provide the perfect view of the sunrise. Participants can enjoy a tasty breakfast, and with each meal served, they will receive a mini bottle of Heinz Jalapeño Ketchup. This event will create a positive and social atmosphere.
Flavor Invasion
This social stunt features giant Heinz Jalapeño Ketchup bottles appearing as if they crashed from space into random locations with broken ground. Varying in size from roads to sidewalks, these mysterious bottles will spark curiosity and social media buzz. Each bottle encourages posts with #FlavorInvasion.
Social: High Class Heinz
In this challenge, influencers and users create high-quality breakfast meals inspired by Heinz Jalapeño Ketchup. Instead of adding it last, ingredients orbit Heinz as the main ingredient. Participants share their creations using #OrbitAroundHeinz on social media.
