Heinz Grammys ad announces a new ‘Mustaaaarrd’ in a deal with the Kendrick Lamar producer

Heinz has been teasing a “mustaaaaarrrd” collaboration ever since Kendrick Lamar yelled the phrase in his “tv off” song released in November. Now the brand is delivering on the promise. Heinz broke the news during Sunday’s Grammys broadcast on CBS with an ad that begins by referencing its old “At Last” ketchup ad. The music stops, interrupted by the “mustard” soundbite, and the ad morphs into a teaser for a limited-edition flavor the brand is making in partnership with Mustard, the producer whom Lamar was referencing with his “mustaaaaarrrd” yell. Kraft Heinz’s internal agency The Kitchen handled the spot. The new mustard flavor is still in development, according to Todd Kaplan, Kraft Heinz’s chief marketing officer for North America, and will be the Heinz brand’s first-ever co-created new product in the United States. The partnership, developed with agency Cashmere, will include “a year of epic surprises,” he said, but declined to share further details. “We have such amazing, iconic brands that have high household penetration and awareness,” said Kaplan. “Now how do we connect with them more deeply, be it music or sports or other ways?” The Grammys ad is timely with Lamar and Mustard winning Record of the Year on Sunday night and Lamar performing during Super Bowl halftime the following weekend. Kraft Heinz is not running a Super Bowl spot, though its Heinz and Kool-Aid brands appear in Instacart’s Big Game ad that features multiple brand mascots. Lamar’s performance also gives Heinz an opportunity to plug its partnership on social media during the game, although the brand has not disclosed any plans. Super Bowl 2025 commercials and the brands buying them “We are excited about the cultural conversation on social media and want to be sure we are connecting with our customers authentically, Kaplan said. The “mustaaaaarrrd” sound bite went viral after Lamar’s GNX album release in November, with fans captioning images of screaming characters or using the sound on TikTok. Fans were quick to point out that there should be a partnership with Heinz. The brand even posed the question in an Instagram post, showing a bottle of Heinz mustard next to Mustard’s diamond-encrusted mustard bottle. View this post on Instagram A post shared by Heinz (@heinz) McDonald’s, Doritos, the NFL and Pixar also jumped on the trend, with many of them reposted by Mustard on X. !!!!!!!!!!!!!!!!!!!!! pic.twitter.com/VjNhdNkxTV— McDonald's (@McDonalds) November 22, 2024 MUUUUSSSTTTTAAAARRRDDD pic.twitter.com/1O0Z4vM3xx— Doritos (@Doritos) November 26, 2024 MUUUUUUUSSSSTTTAAAAAAAAAARRRRRDDD!!!!!!!!! pic.twitter.com/LdJV20wisv— Pixar (@Pixar) November 25, 2024

Heinz Grammys ad announces a new ‘Mustaaaarrd’ in a deal with the Kendrick Lamar producer

Featured Stories