Heinz Jalapeño Ketchup is so delicious, it should come with a warning, but that won’t stop people from wanting to try it. The “Dangerously Delicious" campaign introduces a playful concept where Heinz Jalapeño Ketchup is treated like a thrilling, almost forbidden breakfast experience. The ketchup's irresistible flavor isn't just a condiment, it's a temptation that may transform your breakfast routine forever. The more we warn people about this ketchup, the more they’ll crave it.

Art Direction: Ashley Corona, Ashley Gallegos

Copy: Ashley Corona, Ashley Gallegos

The Heinz Jalapeño Club
Big Idea: A private Instagram account (@HeinzJalapeñoClub) for true breakfast lovers who treat Heinz Jalapeño Ketchup like a morning essential.

Fans decode cryptic clues from Heinz’s main account and DM the secret phrase to gain access.

Inside the club:

• 🔥 Secret Menu Items at select breakfast spots

• 🌶️ Early Access to limited drops, merch, and giveaways

• 🥓 Club-Only Events — “DM us if you're in Chicago… something spicy might be waiting.”

Heinz Jalapeño Speakeasy
An invite-only pop-up for club members, revealed via DM. The hidden location features breakfast-themed cocktails, dishes with Heinz Jalapeño Ketchup, interactive games, prizes, and secret coupon codes hidden throughout the space.