top of page

01 CONCEPT & STRATEGY

Wake It Up!

The Heinz “#WakeItUp” campaign set out to make Heinz Ketchup synonymous with breakfast by spotlighting Heinz Jalapeño Ketchup as the bold new way to start the day. Targeting Gen Z and younger Millennials—multicultural, urban, culinary-curious, and socially minded—the campaign fused playful creativity with purpose. By “turning up the heat” on breakfast culture, it invited audiences to wake up their mornings and tastebuds while fueling a movement rooted in social good.

02 DELIVERABLES BY CHANNEL

Social Media — #WakeItUp Challenge (launching June 6, National Hunger Awareness Day)

  • Users post videos of waking someone up in absurd ways.

  • For every post, Heinz donates $1 to the School Breakfast Program, with a goal of $1M raised.

  • Platforms: Instagram, TikTok, Pinterest.

Content Formats: Instagram stories, carousels, original audio clips, Pinterest ads.

Social Media — Content Deliverables

  • Instagram feed posts showcasing the product and campaign voice

  • Carousel posts for deeper storytelling and campaign messaging

  • Stories with interactive features and quick-hit reminders

Content Formats: Instagram stories, carousels, original audio clips, Pinterest ads.

stories.png
HEINZ Carousel 1 1.png
HEINZ (Wake It Up) Film Stills Stories.png
Heinz (Wake It Up) Social Food Stories 1.png
mac mockup heinz 1.png
Group 189.png

03 OOH BILLBOARDS

Series of regional billboards pairing Heinz Jalapeño Ketchup with local breakfast staples:

  • Denver omelette

  • NYC bagel

  • Chicago skillet

  • San Antonio breakfast tacos

Each city name is burned through the billboard, showing how Heinz Jalapeño Ketchup brings the heat to your moring.

DENVER billboard.png
CHICAGO billboard.png
sanantonio 1_edited.png
WakeItUpNY.png

04 PRINT

  • “The Breakfast Timez” newspaper created forthe campaign.

  • Distributed via stunts and branded stands to put print in the hands of Gen Z.

The Breakfast Timez served as a playful, branded newspaper that made Heinz part of the breakfast conversation while delivering product and campaign messaging in a fun, shareable way.

final mock 5.png
final mock 5.png
Popup-withdropshadow.png

05 STUNT

Heinz Mailpeople Deliveries:

  • Surprise packages dropped across major cities.

  • Inside: a copy of The Breakfast Timez, mugs, alarm clock, and Heinz Jalapeño Ketchup.

PR amplified the “Wake It Up” campaign by generating buzz, building credibility, and making Heinz Jalapeño Ketchup culturally relevant.

Group 157.png
Boxes.png
Newmailtruck 1.png

06 EXPERIENTIAL ACTIVATION

Heinz Jalapeño Ketchup Truck:

  • A life-size ketchup bottle truck touring elementary schools.

  • Delivered checks to cover breakfast costs, reinforcing the social-good mission.

The experiential activation served as the philanthropic arm of the campaign, with the Heinz Ketchup Truck touring schools to deliver funds that helped provide breakfast for kids in need.

Heinz Truck.png

Campaign Summary:

The Heinz “Wake It Up” campaign set out to make Heinz Ketchup synonymous with breakfast by introducing Heinz Jalapeño Ketchup as the bold new way to start the day. Targeting Gen Z and younger Millennials who are multicultural, socially minded, and culinary-curious, the campaign fused playful creativity with purpose. Through social media challenges, OOH billboards, print stunts, and branded PR activations, Heinz brought energy and heat to mornings while driving cultural relevance. Its experiential activation acted as the philanthropic arm, with the Heinz Ketchup Truck touring schools to deliver funds for free breakfasts, ensuring the campaign not only woke up tastebuds but also gave back to communities.

bottom of page