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WAKE IT UP!
Awards: Young Ones Merit Award, SCADDY's Social First Winner | 2025 | Heinz Campaign Brief|
Art Direction, Social Media, Integrated Campaign, Storytelling
About
Heniz- Wake It Up:
Created for the Young Ones Competition, Wake It Up answered Heinz’s brief to make Heinz Jalapeño Ketchup synonymous with breakfast—bringing bold, zesty energy to the morning table and showing how one squeeze can transform sleepy breakfasts into something worth waking up for.​
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SCADDY Award for Best Social-First Campaign:
The campaign earned the SCADDY Award for Best Social-First Campaign and a Young Ones Merit Award.
SOCIAL
Taking a philanthropic approach, we positioned Heinz as the ultimate Breakfast Champion—donating $1 to fight hunger for every post shared with the hashtag #WakeItUp.
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STUNT
Heinz Mail Workers drop packages all over the major cities, inside each package is a copy of The Breakfast Timez, mugs, an alarm clock, and their very own bottle of Heinz Jalapeño Ketchup.
EXPERIENTIAL
As part of its commitment to giving back, the Heinz Jalapeño Ketchup campaign is hitting the road with a life-size ketchup truck, bringing more than just bold flavor—it’s bringing breakfast to kids who need it most. The truck will visit elementary schools across the country, delivering checks to help cover breakfast costs, through the School Breakfast Program.
POP-UP
Hot off the press, it’s the latest issue of The Breakfast Timez. But Gen Z doesn’t read the paper, so how do we get this coveted newspaper into their hands?
BURNED OOH ADS
The Heinz Jalapeño Ketchup OOH series was designed to literally turn up the heat—each billboard featured copy “burned” through the surface as if scorched by jalapeños. The four sizzling executions were strategically placed to pair with regional breakfast favorites in their respective cities: a Denver omelette, a New York bagel, a Chicago skillet, and San Antonio breakfast tacos.
