Heinz is spicing up summer with the debut of its latest flavor innovation, and this time, they’ve enlisted the help of a musical heavyweight. Teaming up with hitmaking producer Mustard, Heinz has announced the release of Heinz Mustaaaaaard — a smoky, sweet chipotle honey mustard that blends bold flavor with bold personality.
The sauce, set to hit Buffalo Wild Wings locations nationwide starting June 25, marks Heinz’s first major mustard innovation in nearly a decade. The release is part of a playful, pop culture-driven campaign co-led by Cashmere and Heinz’s in-house agency, The Kitchen. Social videos, digital ads, and a Spotify campaign will highlight Mustard’s signature “yell” soundbite, made famous during Kendrick Lamar’s viral hit “TV Off.”
After its limited run at Buffalo Wild Wings — where diners can snag a free bottle with the purchase of beef menu items — Heinz Mustaaaaaard will roll out to Walmart, Target, 7-Eleven, and Amazon.
The campaign builds on Heinz’s ongoing mission to expand beyond ketchup and embrace music culture, following recent Flavor Tour launches and the viral success of Pickle Ketchup. With summer grilling season in full swing, Heinz Mustaaaaaard arrives right on time.
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