Hotter than heinz Campaign
Business Problem:
The ketchup category at large is in decline due to growing condiment choices, such as hot sauce and BBQ sauce, and economic uncertainty.
Strategy / Solution
In response to current market trends, I propose a campaign to engage Generation Z and younger Millennials. This initiative will capitalize on social media strategies to showcase the versatility of Jalapeño Heinz Ketchup across various meals, particularly breakfast options.
Social Media Engagement
• Content Creation: The campaign will feature compelling social media posts highlighting diverse culinary applications of Jalapeño Heinz Ketchup.
• Engagement Techniques: We will incorporate brief animations designed to capture our target audience’s attention and create shareable content. This approach is intended to foster organic engagement and inspire consumers to creatively incorporate our product into their meals.
Merchandise Collaboration
• Product Awareness: To enhance product visibility, we will develop branded merchandise, including t-shirts, phone cases and hats that reflect the unique identity of Jalapeño Heinz Ketchup.
• Community Building: These items will serve not only as promotional tools but also as a means to cultivate a sense of community among consumers. Their appealing designs will resonate with our audience, thereby reinforcing brand loyalty.
Conclusion
By integrating social media engagement with strategic merchandise development, we aim to elevate product visibility and encourage increased consumption of Jalapeño Heinz Ketchup. This multifaceted approach will assist in establishing our product as a household staple, celebrated for its versatility and flavor.
Social Media Post
Social Media Video
Merch
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