Icons Collide in Deadpool & Wolverine HEINZ Sauce Collaboration

In the lead up to the highly anticipated theatrical release of Marvel Studios’ 'Deadpool & Wolverine', in US theatres July 26th, fans (and even the stars of the movie!) have noticed something special about the signature red and yellow suits of the film’s title characters – they look a lot like another iconic duo: HEINZ Ketchup and Mustard. For the first time ever, HEINZ announces the release of limited-edition collectibles that let fans accessorise their ketchup and mustard bottles to resemble Deadpool and Wolverine.

Created in collaboration with Rethink and the film, the collectibles include Deadpool’s signature mask, suit, and most importantly, katanas, made specifically for HEINZ Ketchup bottles. For the mustard lovers, their bottles will feature Wolverine’s iconic claws, suit, mask. As the heroes of barbecue season, HEINZ Ketchup and Mustard now have the superhero armour to match their silver screen counterparts.

"After seeing the conversation on social media highlighting the similarities between our two iconic duos – Deadpool & Wolverine and HEINZ Ketchup & Mustard – we knew we had to team up with the film,” says Lizzy Goodman, Brand Communications Manager for HEINZ US at The Kraft Heinz Company. “Once we made that connection – we couldn’t unsee it – as these similarities go beyond colour. One’s sweet, one’s zesty. Everybody has a favourite, but really, they’re better together. And most importantly, whether at the movie theatre or a cookout, both duos play starring roles in an epic summer.”

“Once you see it, you can’t unsee it. It’s amazing that simply seeing red and yellow makes people think of HEINZ. But that’s exactly what we saw play out on social when the film trailer launched. It’s important for HEINZ not just to reflect culture, but to be part of it too. This collaboration gave us the opportunity to do exactly that.” said Mike Dubrick, chief creative officer and partner, Rethink.

HEINZ’s new collectibles celebrate the great lengths fans will go to in order to show their love for both HEINZ and the film, including dressing up as life-size HEINZ Ketchup and Mustard Bottles or cosplaying as Deadpool and Wolverine. With this limited-edition release, HEINZ turns this behaviour on its head, making mealtime even more enjoyable for condiment lovers and superhero afficionados everywhere.

The collectibles release is a part of a larger collaboration between HEINZ and Marvel Studios’ 'Deadpool & Wolverine'. Inspired by the truth that fans can’t unsee – the similarity between the two iconic duos – the campaign launches with a short film featuring a custom voiceover by Deadpool himself, Ryan Reynolds. The film starts out like a new spot for 'Deadpool & Wolverine', but quickly morphs into an ad for HEINZ Ketchup & Mustard. In his classic fourth wall-breaking style, Ryan (as Deadpool) comes to the shocking realisation that he and Wolverine look exactly like HEINZ Ketchup and Mustard bottles.

“I don’t spend much time on the internet,” says Ryan Reynolds, actor, writer, and producer of 'Deadpool & Wolverine'. “When my assistant faxed me a photocopy of a memo (he spelled it ‘meme’ – ugh, assistants amirite?) wherein Deadpool and Wolverine were identified as a HEINZ Ketchup and Mustard bottle, respectively, I thought nothing of it and went back to my book and tea. But the faxes kept on coming! So, the idea was hatched to actually partner with HEINZ to bring this memo to life. Huzzah!”

HEINZ will release a select number of the 'Deadpool & Wolverine' - inspired ketchup and mustard collectibles in the US via social media in the upcoming weeks. Further details on how to get a set will be announced soon, so keep an eye on the HEINZ Instagram.