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 right this moment by means of July 14, followers can attempt the brand new condiment at Buffalo Wild Wings areas nationwide, forward of its launch at retailers comparable to Walmart, Goal, and Amazon.
“Heinz Mustard has all the time been the bottom and most vital ingredient of my grilling secret weapons,” mentioned Mustard, whose full title is Dijon McFarlane, in an announcement. “I tasted a bunch of remixes with the HEINZ group, making an attempt completely different elements like jalapeños, bacon, and chipotle peppers till I obtained 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 throughout 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 Music 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 screen rapidly morphed right into a teaser advert for the brand new taste.
In February, Kraft Heinz North America chief advertising officer Todd Kaplan instructed ADWEEK that the partnership with Mustard was “almost a yr within the making.”
He continued: “As a model that’s a family title like Heinz, we don’t have an consciousness challenge. It’s about making an attempt to drive deeper relevance and connection to our shoppers and understanding what a ardour level music is and the way culturally related Mustard is. Now, he’s at an entire new stage of cultural fluency. I believe it’s a fantastic connection level for our manufacturers and a approach to authentically discover a connection to a product that we don’t speak lots about.”
Heinz MUSTAAAAAARD is the primary new mustard taste Kraft Heinz has launched in almost a decade. It is usually 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 skill to carry innovation and surprising flavors to market quicker than ever earlier than,” Peter Corridor, Kraft Heinz’s president of North American elevation, mentioned in an announcement. “We’re dedicated to elevating eating experiences for followers wherever they’re consuming, each in and away from house.”
The model will launch extra social and digital movies that includes Mustard in addition to a Spotify audio streaming advert later this summer time.
