Dive Transient:
- Heinz and award-winning music producer Mustard are releasing a limited-edition sauce, Heinz Mustaaaaaard, in response to particulars shared with Advertising Dive. To assist the trouble, Heinz will share social movies that includes Mustard’s “yell” soundbite from inside Buffalo Wild Wings.
- The trouble builds on an present relationship between the 2 with a social-first advertising marketing campaign. Beginning June 25, Heinz Mustaaaaaard will likely be accessible at Buffalo Wild Wings sports activities bars for a restricted time earlier than turning into accessible at Walmart.com, Goal, 7-Eleven and Amazon.
- The marketing campaign, which is co-led by Cashmere and Heinz’s in-house company The Kitchen, will embody further social and digital movies and a Spotify streaming advert. It was delivered to market in 4 months, an instance of how manufacturers have made transferring on the pace of tradition a high precedence.
Dive Perception:
Heinz continues to hyperlink itself to music tradition and social media memes with the discharge of the limited-edition Heinz Mustaaaaaard. The merchandise was combined with music producer Mustard, who’s presently serving because the model’s fictional Chief Mustard Officer. The Kraft Heinz marketer’s partnership with Mustard was first introduced round this 12 months’s Grammy Awards with a spot that performed off a 2018 Heinz Ketchup advert and launched the duo’s new taste.
Mustard, born Dijon McFarlane, is a hitmaking producer, who broke by means of in 2011 and has scored hits with giants together with Kendrick Lamar, Rihanna, Tinashe, 2 Chainz and others. Mustard’s identify lately turn into a viral meme for the best way Lamar screams it throughout his tune “TV Off.” Lamar additionally headlined this 12 months’s Tremendous Bowl halftime present, which is now the most-watched halftime present efficiency of all time, and featured Mustard, a transfer that supplied one other high-profile second for the producer whereas reaffirming Heinz’ culturally minded technique.
The sauce is billed as a smoky, candy chipotle honey mustard. Beginning June 25, Heinz will leverage its Away from Dwelling community, a division targeted on offering merchandise to companies exterior of the normal grocery retailer setting, to drop the flavour completely at Buffalo Wild Wings places nationwide. Whereas provides final, shoppers can rating a free bottle of the product by ordering a beef menu merchandise for dine-in on the chain.
The partnership may assist each Buffalo Wild Wings and Heinz construct consciousness with a wider viewers whereas aligning properly with the restaurant chain’s personal advertising technique, which frequently embraces popular culture. The product arrives amid summer time grilling season, the place condiments like mustard are sometimes a staple. Following the sauce’s run at Buffalo Wild Wings, it is going to be accessible nationwide at Walmart, Goal, 7-Eleven and on Amazon, whereas provides final. Shoppers can be taught extra concerning the product and the collaboration by way of a microsite.
The product launch marks the primary nationwide innovation for Heinz Mustard in almost a decade and the primary time the model has collaborated to co-create a sauce within the U.S. The Heinz Mustaaaaaard marketing campaign and manufacturing was led by Cashmere and content material and social media was dealt with by The Kitchen. Paid media was dealt with by Carat and PR by Zeno.
Heinz’ newest marketing campaign comes because the model focuses on taste innovation throughout its portfolio in an effort to maneuver past the stereotype of “simply ketchup.” In February, Heinz debuted a Taste Tour line of condiments impressed by cuisines from all over the world. Final Might, the model supported the U.S. roll out of its Pickle Ketchup with a multifaceted advertising marketing campaign asserting shoppers have already got an thought of what the product tastes like.
Guardian firm Kraft Heinz noticed internet gross sales lower 6.4% in Q1 2025, in response to its newest earnings report. The corporate lowered its full-year outlook for fiscal 2025 to forecast natural internet gross sales down 1.5% to three.5% 12 months over 12 months in response to the potential impacts of macroeconomic challenges, together with tariffs and inflation.
