Kraft leans into spicy trend with Buffalo dressing

The Kraft Heinz brand partnered with agency Zeno Group

Published On
Jun 21, 2023
Kraft's Buffalo Mayo next to a chicken sandwich

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Kraft is promoting its new Buffalo-style mayo dressing with an on-the-go version similar to lip balm—whether it's worn or consumed is up to the user (but we'd vote for the latter).

Today, the mayo marketer released Buffalo Balm, an on-the-go tube filled with the new spicy dressing. The pocket-sized product comes with a bottle of Kraft Mayo Buffalo Style Dressing, a reusable balm tube, a custom bottle spout attachment and step-by-step refilling instructions for $14.99, exclusively on Amazon.

“As our fans know well, when you are obsessed with a flavor, you never leave your house without it,” Frances Sabatier, brand manager of Kraft Real Mayo said in a statement. “Buffalo Balm lets mayo freaks boldly bring our new Buffalo Style Dressing everywhere—it packs easily, flavors food quickly, and like our fans, stands out unapologetically.”

Kraft Mayo Buffalo Style Dressing, which adds cayenne pepper puree, butter and vinegar to the brand’s mayo, is also sold in stores—minus the balm kit.

The product marks Kraft Heinz’s latest entry into spicier territory. In April, Heinz debuted four fiery additions: chipotle, jalapeño and habanero spicy ketchup offerings and Heinz Hot 57 Sauce, a jalapeño twist on its classic 57 sauce.

Zeno Group partnered with Kraft Heinz on the Buffalo Balm campaign. 


Jun 21, 2023

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