Case Study Video

Execution #1: Instacart  

Hacking instacart's “frequently bought together” feature we will force people to buy Heinz Jalapeno Ketchup when buying breakfast items. All other Heinz options are grayed out, and instead of “out of stock” they say “Insufficient Heat.”

Execution #2: Heinz Jalapeno Bottle / QR Code

Heinz Jalapeno Ketchup will arrive from instacart empty, with a large QR code on the back reading, “Empty bottle? Come find me.”

Execution #3:  HeinzGate Website

The QR code on the bottle takes customers to the website where they will receive a riddle that’s solution is “laundromat”.

Riddles:

1. In a place where suds and scents collide, 

   Breakfast awaits, but you must decide. 

   Behind the wash, a secret lies,

   Follow the trail to a tasty surprise.

2. In the heart of the city, where clothes get clean,

   A breakfast adventure awaits, unseen.

   Look for the door that’s not quite plain,

   Your next clue is where the suds remain.

3. Congratulations, you’ve cracked the first code

   Now warm up your bottle to reveal where I’m stowed.

Execution #4: Heat it Up

The label on the Heinz Jalapeno Ketchup bottle is heat activated. Once it is heated with a hairdryer for example it will reveal a hidden map to a laundromat on 57th street and prompt customers to bring their bottles along with them.

Execution #5: Laundromat 57

Execution #6:  Dinner Speakeasy by Heinz

This is a 24/7 full-service (free) breakfast diner, down the stairs, under the laundromat, inconspicuous red door. This is the physical solution to “Where did all the ketchup go?” When entering the hostess stand sits in front of two doors. One labeled “Spicy” and the other labeled “Not Spicy”. This choice splits the diner into two different sides.

Not Spicy Diner: “Anything is better than this.”

Diner Speakeasy: By Heinz