Heinz - "Not So White"

Copywriter & Art Director: Lucas Chu / Editor: Dale Arroyo

Problem:

Spice has a reputation for being "not for white people"—like mild food is an unavoidable destiny. Some claim it's genetic, that certain palates just aren't built for heat.

Insight:

The truth is, no one is genetically incapable of eating spicy food—it was never about tolerance, just willingness to try. Even the blandest eaters can handle heat when they stop avoiding it.

Solution:

Heinz Jalapeño and Hot Ones introduce "Not So White", proving once and for all that white people CAN eat spicy food. Comedian Bill Burr puts the mildest meals and most hesitant eaters to the test—and proves that spice isn’t exclusive.

Spice has long been dismissed as "not for white people." Some claim it’s genetic. Some just never try.

But Heinz Jalapeño is done letting people sit this one out.

Introducing "Not So White", a fiery collaboration with Hot Ones, hosted by Bill Burr—because if anyone can push bland eaters past their comfort zone, it’s him.

We took the mildest dishes, the most heat-averse people, and put them through the ultimate test.

From Hot Ones’ to diners across the country, we made sure spice wasn’t optional—it was the challenge.

And guess what? They handled it.

Because it was never about genetics—it was about actually giving it a shot.