Heinz, the popular condiment brand, has recently announced a collaboration with award-winning producer Mustard for a new campaign. This collaboration was revealed during the Grammy Awards on February 2nd through a 30-second ad that not only pays homage to a 2018 Heinz Ketchup ad but also introduces a new limited-edition flavor, marking Heinz’s first co-created product in the U.S.
The campaign, created in partnership with Cashmere, The Kitchen, Carat, and Zeno, extends beyond the TV ad to include social media and targeted out-of-home placements. Mustard, also known as Dijon McFarlane, is a renowned producer who has worked with top artists like Kendrick Lamar, Rihanna, and Tinashe. His involvement in this campaign brings a fresh perspective and a touch of music culture to the brand.
Todd Kaplan, North American CMO for Kraft Heinz, expressed his excitement about the collaboration, stating that Mustard has been a long-time fan of the brand. Together, they have created a new sauce remix that is sure to resonate with fans of both Heinz and Mustard. The limited-edition flavor, mixed by the musician himself, will be available on a dedicated microsite.
The ad, which debuted during the Grammy Awards, features Mustard’s signature DJ tag and a nod to a viral meme associated with Kendrick Lamar. The glitchy ad showcases the perfect harmony between Heinz and Mustard, blending culture, creativity, and strategy to create something truly unique.
In addition to the ad, the campaign includes out-of-home placements in Mustard’s hometown of Los Angeles, highlighting the partnership and the producer’s recent successes. Mustard, known for his affinity for the brand, even sports a jewel-encrusted Heinz bottle chain.
As Kraft Heinz prepares to announce its fourth-quarter and full-year 2024 results on February 12th, this collaboration with Mustard demonstrates the company’s commitment to innovation and marketing. By tapping into music culture and social media trends, Heinz is staying relevant and engaging with consumers in new and exciting ways.
