Heinz Jalapeño Ketchup
Based on the Young Ones 2025 Brief
The Ask
Get Gen Z and younger millennials to try and buy Heinz Jalapeno Ketchup by inspiring usage during breakfast.
Heinz Jalapeño is not spicy enough to appeal to spice fans. So the real challenge is how to make Heinz classic fans try something else.
We like what we like. When it comes to Ketchup, we like, by an overwhelming degree, one specific ketchup.
The Insight
The Solution
Position Heinz Jalapeño as the bridge for Heinz classic fans to branch out—it’s slightly different from what they love.
But only slightly.
The Idea
Same but Differeñt.
