challenge.
Make Heinz Spicy Ketchup synonymous with breakfast.
observation.
There’s one thing we all do, every morning, without thinking: we yawn. And sometimes, if you listen closely, that yawn sounds a lot like a call for Heeiinnzzzz.
idea.
Catch the Heeiinnzz – A mobile-first, gamified experience that seamlessly integrates Heinz Spicy Ketchup into morning routines, transforming an unconscious reflex into undeniable proof that Heinz is what people subconsciously crave to start their day.
Using Heinz Detector, a TikTok filter, users can “catch” yawns in real time from anyone and receive a voucher for Heinz Spicy Ketchup. The longer the yawn, the sleepier they are, the hotter the spice you’ll get.
case study video.
credits.
Nhan Nguyen
Trang Nguyen
Han Le
Luan Nguyen