Campaign Overview
The following campaign was produced for a midterm project in the Multimedia Content Creation for Brand Storytelling (PR524) course through the USC Annenberg Public Relations and Advertising MA program.
For this project, I developed a branding campaign for my client, Heinz Ketchup, aimed at encouraging Gen Z and younger millennials to try and buy Heinz Jalapeño Tomato Ketchup by inspiring its use at breakfast.
Campaign Elements: Blog post, out-of-home advertisements, and social media advertisements.
Blog
Why Heinz Jalapeño Tomato Ketchup Deserves a Spot on Your Breakfast Plate
A wise person once said, “The early bird catches the Heinz Jalapeño Tomato Ketchup.” Or something to that effect. One thing is certain, though. Whether you’re looking to spice up your morning routine or give your tastebuds some loving heat, Heinz Jalapeño Tomato Ketchup is the perfect condiment to accompany your everyday breakfast needs. While we wouldn’t recommend you substitute milk with Heinz Jalapeño Tomato Ketchup in your bowl of cereal, we won’t yuck your yum. Read on and learn why other common breakfast condiments have some ketch-ing up to do.
Maple Syrup
When you wake up in the morning, the last thing you need is a sugar rush that almost guarantees an energy crash later in the day. While maple syrup is usually paired with pancakes or waffles, its lack of versatility limits your ability to enjoy it more often. Also, in the unfortunate event you spill some on your kitchen table or clothes, you’ll need to use some extra elbow grease to deal with the sticky mess. Thank you, next!
Gravy
Dark. Murky. Mysterious. Gravy is often enjoyed with country-fried steak or biscuits, but it is not common to prepare let alone eat every morning. Its thick viscosity and unpleasant mouth feel can come off a little too strong, especially before you head out the door. You’ve heard of onion and garlic breath, but imagine meaty gravy breath? We’ll pass!
Hot Sauce
It looks like someone turned the heat up too quickly. People often reach for hot sauce to spice up their breakfast dishes, but it can be a bit of a dividing condiment. Some brands are too vinegary while others are too spicy, leaving out some people to join in on the tastebud fun. You deserve to enjoy a bit of heat that won’t leave your tummy upset.
Heinz Jalapeño Tomato Ketchup
Ding ding ding! The breakfast condiment champion has arrived! Heinz Jalapeño Tomato Ketchup is the newest and best condiment that pairs well with a wide array of breakfast dishes. It combines the thick and rich ketchup taste you love with jalapeños that add the perfect spice level. Its pungent, peppery taste is sure to make the most important meal of the day the tastiest!
When it comes to a squeeze, drizzle, or dollop of ketchup, the limit does not exist. Heinz Jalapeño Tomato Ketchup is meant to be enjoyed by everyone, everywhere, at any time. While it pairs beautifully with your everyday breakfast dish, the fun shouldn’t stop there! Grab a bottle of Heinz Jalapeño Tomato Ketchup and try it today!
Out of Home (OOH) Ads
Billboard
Bus Shelter
Instagram Posts
Disclaimer
All content included on this webpage was created by Carlos Lopez for a class project in Multimedia Content Creation for Brand Storytelling I (PR 524) through the USC Annenberg Public Relations and Advertising MA program. Carlos has no official affiliation with the Kraft Heinz Foods Company.
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