Kraft Heinz’s long-awaited collaboration with Grammy Award-winning hip-hop producer Mustard has lastly arrived.
After appointing the producer as its chief “mustard” officer in February, the model launched a limited-edition “smoky-and-sweet chipotle honey mustard” taste—remixed by Mustard himself. The sauce is fittingly known as Heinz MUSTAAAAAARD.
From at this time via July 14, followers can strive the brand new condiment at Buffalo Wild Wings areas nationwide, forward of its launch at retailers akin to Walmart, Goal, and Amazon.
“Heinz Mustard has at all times been the bottom and most necessary ingredient of my grilling secret weapons,” mentioned Mustard, whose full identify is Dijon McFarlane, in a press release. “I tasted a bunch of remixes with the HEINZ group, attempting totally different components like jalapeños, bacon, and chipotle peppers till I bought the right taste. It got here down to a few high opponents, however that is the one, the ‘Mustard’ of all mustards.”
Kraft Heinz first teased the partnership with the producer in February in the course of the Grammy Awards.
Created by the meals big’s in-house company, The Kitchen, with assist from inventive company Cashmere, a 30-second spot selling the limited-edition sauce ran between the Document of the Yr and Track of the Yr awards displays—two of 5 awards that Mustard and rapper Kendrick Lamar received for his or her hit diss monitor “Not Like Us.”
The advert gave the impression to be a daily ketchup business earlier than the viral “MUSTAAAAAARD!” soundbite, from the Mustard-produced Lamar music “television off,” blasted from the audio system. The display shortly morphed right into a teaser advert for the brand new taste.
In February, Kraft Heinz North America chief advertising and marketing officer Todd Kaplan advised ADWEEK that the partnership with Mustard was “almost a 12 months within the making.”
He continued: “As a model that’s a family identify like Heinz, we don’t have an consciousness subject. It’s about attempting to drive deeper relevance and connection to our customers and understanding what a ardour level music is and the way culturally related Mustard is. Now, he’s at an entire new degree of cultural fluency. I believe it’s an important connection level for our manufacturers and a technique to authentically discover a connection to a product that we don’t discuss quite a bit about.”
Heinz MUSTAAAAAARD is the primary new mustard taste Kraft Heinz has launched in almost a decade. It’s also the primary time the model has co-created a brand new sauce with a companion within the U.S.
“This launch is the most recent instance of our capacity to deliver innovation and sudden flavors to market quicker than ever earlier than,” Peter Corridor, Kraft Heinz’s president of North American elevation, mentioned in a press release. “We’re dedicated to elevating eating experiences for followers anyplace they’re consuming, each in and away from residence.”
The model will launch extra social and digital movies that includes Mustard in addition to a Spotify audio streaming advert later this summer season.
