The concept took a simple cultural insight—“mustaaaaaard”—and turned it into a multi-platform brand world. Heinz leaned fully into the double entendre, sparking curiosity, creativity, and contagious content. The campaign disrupted expectations by not just referencing pop culture, but co-creating it. Heinz didn’t just partner with a celebrity—it recognized a cultural peer. We launched Mustard x Mustard with a cultural mic drop—hijacking the Grammy Awards just moments after DJ Mustard’s big win. What started as a classic Heinz Ketchup commercial suddenly flipped, bursting into the now-iconic “Mustaaaard” yell that announced the unexpected collab to millions. From there, we kept the heat on. During Super Bowl week, we named DJ Mustard our new “Chief Mustard Officer,” plastered bold DOOH across his hometown of Inglewood, and dropped teaser content that hinted at a remixed Heinz Mustard flavor, co-crafted by the man himself. On game day, without buying a single Super Bowl ad, we dominated second-screen behavior, sponsoring 57 custom “Mustard” hashtags on X, fueling real-time social chatter with meme drops, and engaging fans where they were already scrolling. Every move was designed to feel organic, funny, and fan-first, meeting the internet on its own terms. And because this campaign wasn’t just about the moment, but momentum, we capped it off by announcing a limited-edition Heinz x Mustard bottle—a flavor-forward innovation inspired by fan input and crafted by a culinary tastemaker. From surprise reveals to street-level storytelling, every activation was engineered to remix culture, not just reference it, proving that Heinz Mustard could go toe-to-toe with pop culture heavyweights and come out golden. We didn’t let the hype fade even after launch. We extended the narrative with “Mustard on the Beef,” a national taste drop at Buffalo Wild Wings. This experiential moment offered fans a full bottle of Heinz x Mustard with the purchase of any beef item, bridging culture’s favorite pastimes: sports, food, and family. The move wasn’t just about distribution; it placed mustard in the center of social rituals and weekend traditions, showing up in places where culture gathers. Finally, the campaign crescendoed with an official retail release on July 21 across Walmart, Target, and Amazon, transforming digital buzz into pantry staples through social, experiential, and in-store activation.