He continued: “As a brand that’s a household name like Heinz, we don’t have an awareness issue. It’s about trying to drive deeper relevance and connection to our consumers and knowing what a passion point music is and how culturally relevant Mustard is. Now, he’s at a whole new level of cultural fluency. I think it’s a great connection point for our brands and a way to authentically find a connection to a product that we don’t talk a lot about.”
Heinz MUSTAAAAAARD is the first new mustard flavor Kraft Heinz has launched in nearly a decade. It is also the first time the brand has co-created a new sauce with a partner in the U.S.
“This launch is the latest example of our ability to bring innovation and unexpected flavors to market faster than ever before,” Peter Hall, Kraft Heinz’s president of North American elevation, said in a statement. “We are committed to elevating dining experiences for fans anywhere they’re eating, both in and away from home.”
The brand will release more social and digital videos featuring Mustard as well as a Spotify audio streaming ad later this summer.
