Gen Z is a generation with unique breakfast habits. They enjoy spicy variants of “traditional” breakfast foods, such as incorporating jalapeno sauce in their everyday baked beans and scrambled eggs. But they don’t just eat differently; they eat later. With 62% of Gen Z preferring breakfast throughout the day, busy work schedules often get in the way.

Presenting: Ketch-up Meetings—an interactive digital solution that makes breakfast a priority. By scanning a QR code on a Heinz Jalapeño Ketchup bottle, users can sync their digital calendars, allowing Heinz to find open slots and schedule a 15-minute breakfast break. To ensure bosses don’t overwrite it, these meetings are disguised with classic corporate-sounding names.

The campaign thrives where busy Gen Z discusses work—on LinkedIn. Heinz introduces Tom Ato, a playful LinkedIn persona who interacts with users, commenting on posts, and posting satirical takes on hustle culture. Through interactive LinkedIn content, Heinz reminds Gen Z that breakfast isn’t just important—it’s essential for productivity.
With Ketch-up Meetings, Heinz turns breakfast into an unmissable part of the workday—ensuring Heinz Jalapeño Ketchup is as much a part of Gen Z’s mornings as their meetings.