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HEINZ "HOT TAKES"
SOCIAL MEDIA & INTERACTIVE CAMPAIGN
BACKGROUND
BACKGROUND
For this campaign, I was tasked with promoting Heinz Jalapeño Ketchup among Gen Z and Gen Alpha audiences in a way that feels fresh, engaging, and fun. I wanted to create content that would resonate with a younger audience who’s all about bold flavors and sharing things that make people react. To do this, I created a mix of Reels and a Snapchat filter. The idea was to show Heinz’s new ketchup as more than just a condiment and frame it as a way to make your food experience more exciting, no matter how unconventional the pairing.
PROCESS
I focused on creating interactive and engaging content that would resonate with social media users. The biggest challenge was ensuring the content felt fresh while staying on-brand. I had to strike a balance between humor and product visibility, making sure the campaign was shareable and encouraged participation, but also stayed true to the Heinz brand at its core.
PROBLEM
​Heinz is often seen as a nostalgic, classic brand which has been great for tradition and brand loyalty, but Heinz is not always associated with bold, modern flavors. With Jalapeño Ketchup, Heinz had an opportunity to shift that perception and tap into a younger audience looking for new experiences. The problem I was solving was how to reposition Heinz as fun, adventurous, and culturally relevant, encouraging people to think of the brand not just as familiar, but as something worth rediscovering and engaging with in unexpected ways.
STRATEGY
The strategy was to lean into interactivity and surprise, using humor and viral content formats to engage the target audience. I drew inspiration from current food trends and meme culture, ensuring the content felt authentic to the platform and audience. The goal was to get people to share their own reactions and “hot takes” with the ketchup and create a buzz that would drive social engagement.
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