Heinz is stirring the pot—and the breakfast plate—with a bold new campaign that challenges long-held food taboos. In collaboration with Wieden+Kennedy and under the direction of Christine Santora, the iconic condiment brand has launched a 360-degree campaign to make one message clear: ketchup belongs at the breakfast table.
Titled ‘Heinz Breakfast Ketchup’, the campaign embraces a cultural divide that’s been simmering online for years—whether or not ketchup deserves a spot alongside eggs, hash browns, and pancakes. While many view ketchup as a lunchtime or dinnertime staple, one in four people already reach for it during breakfast, a statistic Heinz is now ready to put in the spotlight.
"For over 150 years, Heinz has elevated meals with its unmistakable flavor. This time, we’re taking a stand for breakfast ketchup lovers," said Jamie Mack, associate brand communications director at Heinz US. "Whether you're a fan or a skeptic, our goal is to spark curiosity and show just how versatile Heinz ketchup can be."
The campaign includes a series of surprising and creative executions: limited-edition ‘Breakfast Ketchup’ bottles in diners across the U.S., digital billboards in New York City subways featuring ketchup in maple syrup-style bottles, and a branded version of Wordle in partnership with The New York Times.
Heinz is also engaging directly with online communities, especially Reddit, where the ketchup-for-breakfast debate is already alive and well. The campaign invites users to weigh in, fueling the discussion and normalizing the practice.
On social media, comedian Gil Ozeri stars in a humorous video series showcasing unexpected and exaggerated uses for breakfast ketchup, reinforcing the campaign’s bold tone and appeal to curiosity.
According to Joe Bae, senior brand strategist, the campaign is rooted in deep social insight. "We noticed passionate and even irrational behavior from both fans and haters of breakfast ketchup. So, we leaned into that polarizing energy. By celebrating those who unapologetically love it, we aim to normalize what’s actually a pretty common practice."
With support from The Kitchen (organic content), Zeno Group (PR), and Carat (paid media), Heinz is leveraging a fully integrated strategy to expand how people think about its most iconic product. Whether this will convert ketchup skeptics remains to be seen, but one thing is certain: Heinz is putting breakfast on notice—and doing it with flavor and confidence.
