Heinz Wants to Make “Breakfast Ketchup” a Thing

If you like ketchup on eggs, there’s a 1000% chance you’ve been shamed for it at some point in your life (Maybe many points.) But now Heinz wants you to start owning it and help them make “breakfast ketchup” a thing.

In a bold new move, Heinz is stepping in to defend ketchup lovers everywhere with a campaign that basically says: “Yeah, we do that. And shut up, it’s delicious.”

They teamed up with 100 Waffle House locations around the country to debut new “Breakfast Ketchup” labels. Their new line? “Ketchup at breakfast should be the norm, not the exception.”

Around 50 diners across the U.S. are also getting limited-edition bottles shaped like maple syrup containers. Because if syrup gets to sit on every breakfast table like royalty, why shouldn’t ketchup get a little shine too?

@heinz_us

when ur friends aren’t getting it so you have to take matters into ur own hands

♬ original sound – heinz – heinz

Okay, so what makes it “breakfast” ketchup?

Answer: Nothing. (It still works on hot dogs.)

The ketchup itself hasn’t changed. It’s just a clever marketing gimmick. Heinz is simply hoping to extend their main offering to that all-important first meal of the day… because 🤑.

If they really wanted to push the envelope, they could have gone with some sort of ketchup/syrup hybrid. But does ketchup and syrup on eggs somehow seem even grosser?

If you’re a ketchup-on-eggs fan, you’re not alone.

According to Heinz, one in four people already reach for the ketchup bottle at breakfast. So in their eyes, this is already a thing. They’re just trying to normalize it.

Wait, 25% already use ketchup at breakfast?

Is it possible? Yes. But only because hash browns exist.

Eliminate potatoes from the equation, and I’d posit the real number of breakfast ketchup indulgers is closer to 1 in 20. There’s just no way a quarter of the country is putting ketchup on their eggs, bacon, toast, pancakes, granola, or cereal on a semi-regular basis. (If you’re putting it on your Froot Loops, bravo. You’re a true original.)

Ketchup on potato chips too?!

This isn’t the first time Heinz has tried to convince us that their signature product belongs on more than burgers, dogs, and fries. Just months earlier, they tried to convince America that dipping potato chips in ketchup was a thing that should happen.

@heinz_us

Dipping fries in ketchup isn’t weird. But what about chips? To find out, we asked people what they think of new HeinzChipDip. Try it for yourself and let us know what you think with #HeinzChipDipChallenge

♬ original sound – heinz

Breakfast ketchup people need not be ashamed anymore.

Obviously encouraging people to use your product in more areas of their life is a solid marketing strategy. (Waiting for them to tell me it’s a great moisturizer too!) But will all the ad dollars actually make more people believe ketchup on eggs is a good idea? Or did they just see the hot-sauce-at-breakfast trend take off, and decide it was an in?

Either way, the fact that the largest ketchup brand in the world has your back is no small thing. So if you’ve ever been side-eyed for putting ketchup on your eggs (or bacon, or anything else on your plate), you’ve now got Heinz in your corner the next time you hear it from breakfast ketchup haters.

Just don’t start putting it on Cheerios, or I’m out!