Breakfast in Bed

The task here was make Heinz Jalapeño Ketchup Gen Z’s go-to breakfast staple. But, when half of them skip the meal entirely, this seems like an impossible challenge.

While Zoomers may not love breakfast, but they do love heat. Spicy books – romance novels with extra sexual content – have exploded in popularity online.

So, we created the world’s first hybrid cookbook-slash-spicy book: Breakfast in Bed.

Each chapter of Breakfast in Bed features an erotic short story – with a breakfast recipe seamlessly integrated into it.

And, obviously, all recipes contain Heinz Jalapeño Ketchup.

Client
Heinz

Awards

The One Show / Young Ones

Client Pitch Competition / Winner

Integrated Campaign / Bronze

Experiential and Immersive / Merit

We made sure to reach BookTokers and Bookstagramers in their home territory: online.

And to grab attention in real life, we used physical dividers to show that the book is filled to the brim with stories that are half-smut, half-recipes.

Credits
Copywriter / Alice Maddock

Art Directors / Channa Ekborg, Martha Falkenberg