Exciting News from Heinz and Mustard Collaboration!
- Heinz has joined forces with the renowned producer Mustard for an innovative new campaign, as revealed to Marketing Dive.
- The campaign made its debut during the Grammy Awards on Feb. 2 with a 30-second ad inspired by a 2018 Heinz Ketchup commercial. It introduces a new limited-edition flavor, marking the brand’s first co-created product in the U.S.
- In addition to the TV spot, the campaign incorporates social media and targeted out-of-home placements. The collaboration involved Cashmere for content creation, The Kitchen for social media, Carat for paid media, and Zeno for PR.
Insights into the Collaboration:
Heinz is delving into music culture and social media trends with its partnership with Mustard, the acclaimed producer also known as Dijon McFarlane. Mustard, known for his hits with artists like Kendrick Lamar and Rihanna, has been a longtime fan of Heinz.
“Mustard has been a loyal supporter of the brand, and it was only natural for us to team up. Our collaboration has resulted in an exciting new sauce that we are confident our fans will adore,” said Todd Kaplan, North American CMO for Kraft Heinz.
The campaign celebrates the launch of the first national Heinz Mustard innovation in nearly ten years. The limited-edition flavor, crafted with Mustard’s input, is available on a dedicated microsite. To commemorate the occasion, the producer has been appointed as the Chief Mustard Officer for the brand.
The campaign’s timing coincided with the Grammy Awards, where Mustard was nominated for his work with Lamar. Mustard’s viral meme status and upcoming Super Bowl halftime show performance add to the cultural relevance of the campaign.
The 30-second ad pays homage to a previous Heinz Ketchup commercial and seamlessly incorporates Mustard’s signature DJ tag and Lamar’s iconic yell. This unique fusion of music and condiments resonates with audiences.
Ifetayo Jabari-Kitwala, senior strategist at Cashmere, described the collaboration as a perfect blend of culture, creativity, and strategy, resulting in an unparalleled partnership.
The campaign also includes out-of-home placements in Los Angeles, Mustard’s hometown, showcasing the collaboration and his recent achievements. Mustard’s connection to the brand is evident in his jewel-encrusted Heinz bottle chain.
Kraft Heinz, the parent company, reported a slight decline in net sales in Q3 2024 but remains committed to investments in marketing, R&D, and technology. Stay tuned for the company’s fourth quarter and full-year results announcement on Feb. 12.