In a bold fusion of flavor and culture, Heinz partnered with GRAMMY-winning producer Mustard (Dijon McFarlane) to launch the “Mustard x Mustard” campaign.
Unveiled during the 2025 GRAMMY Awards, this collaboration introduced Heinz’s first co-created mustard product in the U.S. in nearly a decade, personally crafted by Mustard himself. The campaign’s centerpiece was a 30-second spot aired during the GRAMMYs, cleverly remixing a classic Heinz Ketchup ad.
It featured Mustard’s signature “Mustard on the beat” tag and Kendrick Lamar’s emphatic “MUSTAAAAAARRRD” shout from their hit “TV Off,” seamlessly blending music and branding. Beyond the commercial, the campaign extended to social media and targeted out-of-home placements in Mustard’s hometown of Los Angeles, celebrating his appointment as Heinz’s first-ever Chief Mustard Officer. In this role, Mustard remixed exclusive recipes, hosted events, and infused his culinary passion into the brand throughout 2025.
AWARDS
- Brand-Side, In-House Grand Prix
- Brand-Side, In-House Grand Prix
CREDITS
Brand: Kraft Heinz. Creative Agencies: The Kitchen North America (In-House), Toronto; with Cashmere, Los Angeles. Media Agency: Carat. Public Relations: Zeno Group.
