context.
In a crowded condiment market, Heinz wants to make its Spicy Ketchup synonymous with breakfast. But contrary to the norm, 86% of Americans enjoy breakfast for dinner. In fact, there’s never a wrong time for breakfast, people crave it all day long. So for the first time, a brand is pushing back against society’s norm and giving people what they really want.
idea.
Heinz takes its place as the ultimate breakfast icon by hosting the most legit All-day Breakfast restaurant in a place where the sun never sets. How? The restaurant is located in Norway. Due to Earth’s axial tilt, Norway has many regions experiencing the most extensive midnight sun during summer, a phenomenon when daylight lasts 24 hours.
execution.
To announce our opening, we will call out the very places that stop serving all-day breakfast and invite everyone to join our rebellious restaurant with free Heinz samples. Fans can book a table by showing their love for breakfast at any hour using our custom filter. The odder the hours, the better their odds of winning a free trip to our exclusive restaurant.
case study video.
credits.
Nhan Nguyen
Trang Nguyen
Han Le
Luan Nguyen