Confused about whether this is just a smart way to push an alternative use case for their existing product or if this is a new product altogether... maybe like breakfast sauce, which I believe is a ketchup and maple syrup blend. I think it's a clever ad to make people rethink breakfast with Heinz, but wondering if the ad is clearer to you than it is to me about what the messaging is.

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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?

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“Manipulative”? That’s jaded - you ok?

So... I'm guessing the official ketchup of Easter is out of the running 😑?

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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.

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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

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