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I looked it up on their website and it literally says "HEINZ Breakfast Ketchup is the same HEINZ Ketchup that you know and love, reframed as an official breakfast condiment.". I feel like this is too manipulative but hey, isn't that what all brands do these days?
“Manipulative”? That’s jaded - you ok?
So... I'm guessing the official ketchup of Easter is out of the running 😑?
Wait! What are these things?? ;D
I hear what you're saying. Feel like having 'breakfast ketchup' in the messaging and copy is okay, but calling the product itself 'breakfast ketchup' makes you think it might just be a completely different kind of ketchup.
If you go to any diner you'll see people putting ketchup on their eggs or home fries, so it's not like it's some innovation. I guess it's just a way to have some fun with pointing out that it's useful any time of day. Can't take it any more seriously than that.
The headline is good because it creates a new category entry point - creating a new product is a bit confusing because I would imagine the ketchup buyer is the same as the ‘breakfast ketchup’ buyer and what a terrible customer experience to discover you just purchased the exact same thing in two different bottles