Kraft Heinz’s long-awaited collaboration with Grammy Award-winning hip-hop producer Mustard has finally arrived.
After appointing the producer as its chief “mustard” officer in February, the brand released a limited-edition “smoky-and-sweet chipotle honey mustard” flavor—remixed by Mustard himself. The sauce is fittingly called Heinz MUSTAAAAAARD.
From today through July 14, fans can try the new condiment at Buffalo Wild Wings locations nationwide, ahead of its release at retailers such as Walmart, Target, and Amazon.
“Heinz Mustard has always been the base and most important ingredient of my grilling secret weapons,” said Mustard, whose full name is Dijon McFarlane, in a statement. “I tasted a bunch of remixes with the HEINZ team, trying different ingredients like jalapeños, bacon, and chipotle peppers until I got the perfect flavor. It came down to three top competitors, but this is the one, the ‘Mustard’ of all mustards.”
Kraft Heinz first teased the partnership with the producer in February during the Grammy Awards.
Created by the food giant’s in-house agency, The Kitchen, with help from creative agency Cashmere, a 30-second spot promoting the limited-edition sauce ran between the Record of the Year and Song of the Year awards presentations—two of five awards that Mustard and rapper Kendrick Lamar won for their hit diss track “Not Like Us.”
The ad appeared to be a regular ketchup commercial before the viral “MUSTAAAAAARD!” soundbite, from the Mustard-produced Lamar song “tv off,” blasted from the speakers. The screen quickly morphed into a teaser ad for the new flavor.
In February, Kraft Heinz North America chief marketing officer Todd Kaplan told ADWEEK that the partnership with Mustard was “nearly a year in the making.”
