SOEUN KIM
김소은


Soeun is currently a senior at the University of Maryland, majoring in studio art with a concentration in graphic design. While her main focus is graphic design and UX/UI design, she also enjoys ... read more 


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SPICE IT UP? HEINZ IT UP!


TIMELINENovember-December 2024 (4 weeks)

CLIENTHeinz

TYPE
Print
Social Media
Video (click to view!)
Branding
OVERVIEW

Heinz's primary objective for this campaign is to position Heinz Jalapeño Ketchup as the #1 breakfast staple. The main approach is to intertwine the themes of ‘spiciness’ and ‘breakfast’ in the deliverables, highlighting Heinz's thick, rich taste and how it elevates the customer’s morning routine. 

To achieve the main goal of this project, I developed the concept of a Heinz Breakfast Truck. Inspired by the nostalgia of ice cream trucks from our childhood, the Heinz Breakfast Truck will tour 160 college campuses, offering students free breakfast platters paired with a bottle of Heinz Jalapeño Ketchup during prime breakfast hours. The truck will serve crowd favorites like breakfast burritos, hash browns, egg sandwiches, spam, and more—all enhanced with Heinz Jalapeño Ketchup.