Heinz: Good Morning, Hot Stuff
Art direction | Copywriting | Social Media


Ketchup’s in a pickle! 
With more condiments stealing the spotlight, Heinz Jalapeño Ketchup needs a wake-up call. 
The fix? Spice up Gen Z and young millennials’s breakfast through a spicy text, becuase a bold start makes a bold day.




Case Study









Step 1 # Text “Wake Up”
You’ll receive a motivation + Heinz Jalapeño ketchup inspired recipe idea





Step 2 # Text “Wake Up” daily
The more you text, the more you unlock! From free jalapeño ketchup for texting three days, to a breakfast-in-bed kit for texting a week, all the way to a trip to a hot destination for texting a month.






Art direction & Copywriting: TianTian Fu, Julia De Paula



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