Heinzack the morning
2025 Advertising
Brand
Heinz
Recognition
2025 - Clio Awards / Finalist
Role
Account Executive
Instructor
Sungkwon Ha
Mission
Create a culture of enjoying Heinz’s new spicy ketchup series for breakfast.
Insight
Heinz’s ketchup supply to McDonald’s was discontinued after Heinz hired Burger King’s former head of marketing. Following this, McDonald’s sales declined rapidly.
Idea
Park a Heinz truck right in front of McDonald’s drive-thru during breakfast hours.
When customers order a McMorning, the Heinz truck upgrades their meal with the new spicy ketchup series.
In October 2013, one of the longest-running brand partnerships ended
after McDonald’s and Heinz parted ways following 40 years together.
This was because Heinz hired the former CEO of rival Burger King,
and McDonald’s decided to create its own branded ketchup.
Ten years later, global sales have declined,
and people are increasingly moving away
from McDonald’s signature breakfast menus.
Meanwhile, Heinz wanted to promote its new spicy ketchup series
as part of breakfast.
So, we decided to hijack the drive-thru.
Introducing
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.
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Heinzack The Morning
We set up Heinz food carts
next to the drive-thrus of key McDonald’s locations,
upgrading their breakfast menus
with spicy ketchup and special ingredients.
For example,
If you order a Sausage McMuffin,
we’ll add avocado slices and Heinz Habanero.
If you order the Bacon, Egg & Cheese Biscuit,
we’ll add mashed hash browns and Heinz Jalapeño.
We’ll also collaborate
with influencers like Aki
to spice up McDonald’s breakfast.
And we won’t stop there
at every board meeting,
we’ll provide free spiced-up breakfast menus in packaging
that features consumer demand statistics.
