Heinz starred in “Wake Up Heinz,” a campaign that connects yawning with the spark of spice.
Eye-Catching Prints and OOH Ads
This simple insight became the foundation for a playful, impactful idea.
Students at The Pub School in Ecuador transformed this connection into a graphic campaign that positioned Heinz Jalapeño as a morning energizer, capable of awakening both the palate and the senses.
Jalapeños as Morning Allies
The project used a mix of print and outdoor advertising to highlight Heinz Jalapeño as an unconventional breakfast companion. By placing the product in the morning context, the campaign expanded its role beyond lunch and dinner.
The visuals reinforced the idea that Heinz Jalapeño delivers not only flavor but also a boost of energy—turning a simple breakfast into a bold start to the day.
Creativity With a Purpose
Spice triggers more than taste—it stimulates the body and activates the senses. By framing jalapeño as a natural “wake-up call,” the campaign redefined how people think about breakfast.
This concept allowed Heinz Jalapeño to stand out from traditional morning products like coffee or tea, positioning it as an alternative way to bring life to early routines.
Heinz Expand Its Role Beyond Lunch and Dinner
The goal was to expand Heinz Jalapeño into new consumption moments, showing how a familiar product could integrate into everyday rituals. By connecting with mornings, the brand reached audiences in a fresh, relevant way.
Even though it was a student project, the campaign demonstrated the power of creativity in changing perceptions and offering new possibilities for brand engagement.
Can Outdoor Advertising Really Reinvent Everyday Routines?
At BM Outdoor, we constantly show how creative use of public space can shift perceptions and habits. Brands interested in these kinds of results can start by exploring our inventory and identifying the perfect formats for their campaigns.
Frequently Asked Questions
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What is the Wake Up Heinz campaign?
A student-led project in Ecuador linking yawning with spice to awaken the senses.
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What media did Heinz use in the campaign?
Printed pieces and out-of-home (OOH) executions with creative design.
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What message does the campaign convey?
That Heinz jalapeños can be a morning ally, adding energy and flavor.
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Why is this campaign innovative?
It integrates a common product into new routines by connecting creativity with daily life.
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What does it bring to Heinz branding?
It reinforces recall while positioning jalapeños as part of morning habits.
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