Dive Brief:
- Heinz and award-winning music producer Mustard are releasing a limited-edition sauce, Heinz Mustaaaaaard, according to details shared with Marketing Dive. To support the effort, Heinz will share social videos featuring Mustard’s “yell” soundbite from inside Buffalo Wild Wings.
- The effort builds on an existing relationship between the two with a social-first marketing campaign. Starting June 25, Heinz Mustaaaaaard will be available at Buffalo Wild Wings sports bars for a limited time before becoming available at Walmart.com, Target, 7-Eleven and Amazon.
- The campaign, which is co-led by Cashmere and Heinz’s in-house agency The Kitchen, will include additional social and digital videos and a Spotify streaming ad. It was brought to market in four months, an example of how brands have made moving at the speed of culture a top priority.
Dive Insight:
Heinz continues to link itself to music culture and social media memes with the release of the limited-edition Heinz Mustaaaaaard. The item was mixed with music producer Mustard, who is currently serving as the brand’s fictional Chief Mustard Officer. The Kraft Heinz marketer’s partnership with Mustard was first announced around this year’s Grammy Awards with a spot that played off a 2018 Heinz Ketchup ad and introduced the duo’s new flavor.
Mustard, born Dijon McFarlane, is a hitmaking producer, who broke through in 2011 and has scored hits with giants including Kendrick Lamar, Rihanna, Tinashe, 2 Chainz and others. Mustard’s name recently become a viral meme for the way Lamar screams it during his song “TV Off.” Lamar also headlined this year’s Super Bowl halftime show, which is now the most-watched halftime show performance of all time, and featured Mustard, a move that offered another high-profile moment for the producer while reaffirming Heinz’ culturally minded strategy.
The sauce is billed as a smoky, sweet chipotle honey mustard. Starting June 25, Heinz will leverage its Away from Home network, a division focused on providing products to businesses outside of the traditional grocery store setting, to drop the flavor exclusively at Buffalo Wild Wings locations nationwide. While supplies last, consumers can score a free bottle of the product by ordering a beef menu item for dine-in at the chain.
The partnership could help both Buffalo Wild Wings and Heinz build awareness with a wider audience while aligning nicely with the restaurant chain’s own marketing strategy, which often embraces pop culture. The product arrives amid summer grilling season, where condiments like mustard are often a staple. Following the sauce’s run at Buffalo Wild Wings, it will be available nationwide at Walmart, Target, 7-Eleven and on Amazon, while supplies last. Consumers can learn more about the product and the collaboration via a microsite.
The product launch marks the first national innovation for Heinz Mustard in nearly a decade and the first time the brand has collaborated to co-create a sauce in the U.S. The Heinz Mustaaaaaard campaign and production was led by Cashmere and content and social media was handled by The Kitchen. Paid media was handled by Carat and PR by Zeno.
Heinz’ latest campaign comes as the brand focuses on flavor innovation across its portfolio in an effort to move beyond the stereotype of “just ketchup.” In February, Heinz debuted a Flavor Tour line of condiments inspired by cuisines from around the world. Last May, the brand supported the U.S. roll out of its Pickle Ketchup with a multifaceted marketing campaign asserting consumers already have an idea of what the product tastes like.
Parent company Kraft Heinz saw net sales decrease 6.4% in Q1 2025, according to its latest earnings report. The company lowered its full-year outlook for fiscal 2025 to forecast organic net sales down 1.5% to 3.5% year over year in response to the potential impacts of macroeconomic challenges, including tariffs and inflation.
