HeinzGate

Case study video

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.”

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

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

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.

Generic, neighborhood looking laundromat with an open sign and an open door. Once entered the laundromat will be empty.

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.

Dinner Speakeasy by Heinz (Spicy Side)

Dinner Speakeasy by Heinz (Spicy Side)

Dinner Speakeasy by Heinz (Spicy Side)

Dinner Speakeasy by Heinz (Spicy Side)

Dinner Speakeasy by Heinz (Non-Spicy Side)