Heinz Jalapeño gets a fresh morning role: a playful idea links yawning with spice to add energy and flavor at breakfast—carried by OOH and print.
What sparked “Wake Up Heinz”?
A simple, relatable insight—yawns signal “time to wake up.” Turning that cue into jalapeño’s “spark” makes the product feel right for mornings.
Summary
Short answer: A simple insight—yawn = spark—became a clear behavior cue for mornings.
How did print and OOH execute the idea?
Student creatives in Ecuador translated the link into bold visuals that place Heinz in a breakfast context—expanding beyond lunch and dinner.
Summary
Short answer: Print + OOH place Heinz Jalapeño in breakfast context to extend usage beyond lunch/dinner.
Why position jalapeño as a morning ally?
Spice doesn’t just add taste; it can feel activating. Framing jalapeño as a morning boost refreshes routines and opens new usage occasions.
Summary
Short answer: Spice stimulates; positioning jalapeño as energizer reframes routines.
Can outdoor media really shift habits?
Yes—OOH meets people in context (commuting, breakfast runs). Smart creative + right placements can nudge new behaviors.
Summary
Short answer: Outdoor can shift habits by pairing creative insight with real-world touchpoints.
FAQs about this campaign
What is “Wake Up Heinz”?
A student-led campaign in Ecuador that connects morning yawns with jalapeño’s energizing kick to refresh breakfast routines.
Which media were used?
A mix of print and out-of-home (OOH) executions that visually link spice to energy.
Why is it impactful?
It reframes jalapeño as a morning ally—adding flavor and a perceived boost, not just heat.
What can brands learn?
Use OOH to expand usage occasions: a simple human insight + contextual placements can shift habits.
Bring your idea to breakfast-time OOH
Explore formats that meet audiences in morning routines and commuter corridors.
