Heinz Blings Up A Bottle To Welcome Its New Chief Mustard Officer
Image courtesy of Heinz
Heinz is dipping into its condiment’s namesake—and music—by teaming up with producer Mustard. Announced at the 67th annual Grammy Awards, the Mustard x Mustard collab ropes in the hitmaker as Heinz’s official Chief Mustard Officer, leading the charge on a brand-new flavor set to hit shelves later this year.
Known for his diamond-encrusted Heinz Mustard chain and his love of grilling, Mustard (real name Dijon McFarlane) has long been a Heinz enthusiast. He hails the brand’s mustard as his “secret ingredient” when it comes to making ribs, and now, he’s putting that passion to use by co-developing a new mustard flavor—Heinz’s first major mustard innovation in nearly a decade.
To celebrate the alliance, the company even presented him with a bedazzled bottle of the new sauce to complement his signature jewelry.
Image courtesy of Heinz
As part of his new Chief Mustard Officer role, Mustard will not only help with product development but also remix exclusive recipes, host events, and bring the collaboration to life throughout 2025. The partnership was led by Cashmere, with content and social strategy by The Kitchen, paid media by Carat, and public relations handled by Zeno.
Image courtesy of Heinz
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A 30-second spot at the Grammys, Heinz’s first at the awards show, started with its well-known At Last ketchup commercial, before transforming into a teaser for Mustard’s new limited-edition condiment. The moment was punctuated by his viral “MUSTAAAAAARRRD” soundbite, a phrase that’s become synonymous with his name.
Beyond the partnership, Mustard had a major night at the Grammys, where he was nominated for Producer of the Year and Record of the Year, competing in categories that included artists like Kendrick Lamar. Heinz marked the occasion with billboards across Los Angeles, including Downtown LA and Inglewood, honoring both the new product and Mustard’s influence on music and culture.
Image courtesy of Heinz
“Like Heinz, Mustard goes all in on everything he puts out into the world,” expresses Todd Kaplan, North American Chief Marketing Officer for Kraft Heinz. “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.”
[via Heinz, images courtesy]
