The project aims to tackle the core issue of young people skipping breakfast due to their hectic lifestyles, leading to fatigue and a negative cycle of energy depletion. To engage our target audience, we plan to create a trendy short Instagram comic in an old style, featuring Jeno, the mischievous Jalapeño Ketchup character, who embodies the excitement of breakfast. Through a light explicit storyline, Jeno will also encourage viewers to embrace breakfast and showcase how adding jalapeños can enhance their morning routine. By collaborating with social media sensations, we aim to spread awareness and excitement around Heinz Jalapeño Ketchup, making it a breakfast staple that transforms mornings into flavorful adventures.

The design concept for promoting Heinz Jalapeño Ketchup centers around a vibrant, playful aesthetic that resonates with our target audience of college students and young home cooks. The visual concept features bold colors, primarily red and green, reflecting the product’s spicy flavor profile while evoking a sense of fun and excitement in cooking.