HEINZ and Producer Mustard Drop First of Its Kind Collaboration

After months of fan demand and social banter, HEINZ is screaming 'MUSTAAAAAAAAAARD' with a new collab and 360-creative campaign, led by a new spot at the GRAMMY Awards (HEINZ’s first-ever GRAMMYs spot!).

At the awards last night, HEINZ and award-winning producer Mustard officially dropped the Mustard x Mustard collab in a :30 second spot. The spot teases a year of epic surprises, including the launch of HEINZ’s first-ever co-created new product in the United States, mixed by Mustard himself, in his newly appointed role as chief mustard officer.

The inspiration behind the viral 'MUSTAAAAAARRRD' soundbite and up for multiple GRAMMY nominations, Mustard (whose real name is Dijon) has not only been at the forefront of sound and hip-hop culture for more than a decade, but he’s also a lifelong HEINZ fan.

Mustard is currently up for GRAMMYs for both Producer of the Year and Record of the Year with Kendrick Lamar.

Known by his fans for sporting a custom chain featuring a diamond-encrusted HEINZ Mustard bottle, Mustard cites HEINZ Mustard as his secret ingredient to making the best ribs on the grill. Mustard’s secret creation he cooked up with HEINZ marks the first national HEINZ Mustard innovation in nearly a decade, and fans can be first on the waitlist here.

HEINZ kicks off the launch with a primetime :30 spot during the GRAMMYs between the Record of the Year and Song of the Year awards presentation. While the spot begins as the beloved HEINZ 'At Last' Ketchup ad, as the viral 'MUSTAAAAAARRRD' soundbite blasts from the speakers, it quickly morphs into a teaser for the long-awaited partnership and Mustard’s new limited-edition flavour, asking fans if they were ready to taste the remix.

“Like HEINZ, Mustard goes all in on everything he puts out into the world. It’s been amazing to see him bring that commitment to our work from day one. Collaborating makes sense on so many levels, and it’s a true partnership between the brand and Mustard. He’s been driving culture for years, and his perspective has been paramount in planning a year of epic surprises for fans.” - Todd Kaplan, North American Chief Marketing Officer for Kraft Heinz 

“This is a Collaboration for The Culture. It just makes sense. Mustard and Heinz are the perfect harmony of culture, creativity, and strategy—coming together to create something undeniably unmatched. This is a partnership as bold and flavorful as the work itself… and it’s just the beginning.” - Ifetayo Jabari-Kitwala, Senior Strategist, Cashmere

Living across mediums, the spot is joined by social media amplification and targeted OOH placements across Mustard’s hometown including DTLA (home of the GRAMMYs) and Inglewood (where he’s a celebrated figure). Each highlighting the partnership as well as Mustard’s monumental achievements during a pivotal moment in his career.