what am I looking at?
HEINZ
Heinz tapped into Gen Z’s job-hunting frustration on LinkedIn by flipping the script—launching a no-experience-required search for a Chief Spice Officer. The role? Be bold, bring the heat, and prove it with a social video.
AWARDS:
Shortlisted in Young ones 2025
INSIGHT
When it comes to job searching, LinkedIn is the go-to platform for Gen Z, with peak engagement from 8 AM to 12 PM.
BUT by entry-level listings, demanding years of experience and complex qualifications, making it challenging for many young job seekers who want a real chance to break into the workforce.
IDEA
Heinz Jalapeño believes every morning should start with a kick, and for those bold enough to embrace a spicy career, that moment has already arrived. Through LinkedIn, we launched the search for our very first Chief Spice Officer. Ditching the years-of-experience requirement and simply asked candidates to show their creativity and prove they could bring the heat.
TEAM
AD
Andrea Alfonzo-Larrain
COPYWRITER
Esteban Sachs
GRAPHIC DESIGNER
Brandon Borga
RESEARCH
Julian Leiva