THE CONDIMENT to crack the EGG ick.
Heinz Jalapeño Ketchup
Kick Your Ick
Role Copywriter
Credits Valentina Arboleda
🏆 AAF Miami Silver ADDY, Consumer Campaign
Ask Make Heinz Jalapeño Ketchup the #1 breakfast staple, while appealing to Gen Z on social.
Insight Gen Z has a newfound repulsion for eggs, the most popular breakfast food, due to the social media-driven “egg ick.”
Idea Position Heinz Jalapeño Ketchup as the perfect bold spice to kick the egg ick.
CASE STUDY
The “egg ick” is:
the sudden and intense feeling of disgust for eggs that unexpectedly arises while eating them.
-Urban Dictionary
EGG-SECUTION
Because people are talking about their egg icks on social media…
SOCIAL
We’ll start by sending our message out on the trend’s main platforms.
Influencer Marketing
Then, we’ll find the top food influencers on TikTok & send them PR to generate content of them enjoying their eggs with Heinz Jalapeño Ketchup.
Retail
And, we’ll show up in contextually relevant places to make Heinz Jalapeño Ketchup the breakfast savior front-and-center.