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
