CONCEPT
For too long breakfast has taken a backseat. The “most important meal of the day” has been diminished. Limited to “only served until 10:30 am,” reduced to a granola bar, or worst of all – skipped.
We’re frustrated.
Fired up.
Spicy, even.
As the #1 ketchup brand in the U.S., we’ve decided to use our platform to call attention to this culinary disrespect. It’s time to stand up and join the movement. It’s time to Wake Up. Rebel. Heinz.
LAUNCH VIDEO
Wake Up For Breakfast
SOCIAL – Feed Takeover
Taking Over Feeds To Recruit Rebels
SOCIAL – #URIT
Inviting People To Join The Rebellion
SOCIAL – Graffiti Tweets
Challenging Negative Perceptions Of Breakfast
Combating Breakfast Hate
HEINZ X UBEREATS
A Partnership To Put Breakfast Back On The Table
PACKAGING
Why squeeze ketchup when you can spray in solidarity?
Introducing a breakfast-changing instrument of anarchy.
A new tactic to battle the breakfast disrespect.