BYOK week
Making Heinz Spicy Ketchup the must-carry breakfast ritual
Recognition
2025 | Young Ones (The One Show) | x1 Merit
Role
Team Leader | Strategy & Insight | Idea
Background
One line brief : Make HEINZ Spicy Ketchup Series synonymous with breakfast to Gen Z.
Insight
Hot sauce and ketchup lovers have their own ritual: carrying their sauce wherever they go.
Idea
Make Heinz Spicy Ketchup part of this ritual
by incentivizing people to bring it to breakfast places (e.g. brunch cafe), turning it into a new cultural habit.
