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Library/Campaign/Heinz Mustard: Heinz Mustard X Mustard
Grade B19 sourcesHIS-00208

Heinz Mustard: Heinz Mustard X Mustard

Campaign · 2025 · Niche

39Editable slideCertificate

Heinz paired a 30-second Grammy ad with producer Mustard and a limited-edition sauce.

Original · Heinz / The Kitchen North America / Cashmere

Heinz US

@HeinzTweets · Feb 3, 2025

Two mustard legends, together at last. #MUSTAAAAAARD #Heinz @mustard MustardXMustard.com

2.8K96
Post · @HeinzTweets on X

DoorDash

@DoorDash · Feb 3, 2025

Y'all ate this up

420
Post · @DoorDash on X
Heinz - Mustard X Mustard
Heinz on YouTube
Heinz Mustaaaaaard limited-edition chipotle honey mustard bottle
Heinz
Two mustard legends, together at last. #MUSTAAAAAARD #Heinz @mustard
@HeinzTweets on X
Heinz's CMO on the Secret Sauce Behind its Mustard Collab
ADWEEK
Kraft Heinz: Mustard x Mustard - The Clios
The Clios (entrant submission)
Kraft Heinz Mustard | Heinz Mustard X Mustard
The One Club for Creativity
Turning Cultural Conversations Into Brand Icons
Monks (campaign vendor)
Heinz licenses Kendrick Lamar's "TV Off" for Grammys commercial
The Needle Drop
Mustard x Heinz
Billboard
Heinz Teams Up With Mustard For Viral Collab
HOT 97

Spread Score

How it works
Reach58Contagion35Breadth40Velocity26Longevity1939

Numbers

Later earned-impression claim (SABRE entrant summary)
2.1B
As of Mar 16, 2026 · Self-reported · WARC (SABRE Awards entrant case summary)
Peak date
Week of Feb 9, 2025
Feb 2 ’25 to Week of Feb 9, 2025
Platforms
7
Started on TV
Origin
Mixed
Food & beverage

Mechanics

  • NewsjackingPrimary
  • Pairing
  • Platform jump
  • Scarcity drop
  • Press loop

How it spread

Trace the origin

Heinz debuted its Mustard collaboration during the Grammys, then bought X hashtag placements for the Super Bowl. DoorDash replied and Reddit users discussed the ad. A co-created sauce reached Buffalo Wild Wings and retail; an award summary later claimed sell-outs.

Dates use the stated precision; chart positions are date anchors.

Google searchesJan ’25FebMarMayJunJulAugOctDecMar ’26AprPeakTVPressXOpen webRedditRetailAudio
TVPressXOpen webRedditRetailAudio

12 more events on this chart

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Timeline (15)

  1. February 2025

    Heinz seed · Feb 2 ’25

    Heinz aired a 30-second Grammy ad that replaced a ketchup scene with the TV Off shout.[1][2]

    Heinz - Mustard X Mustard
    Open the first post ↗

  2. The Needle Drop press · Feb 2 ’25

    The Needle Drop covered Heinz licensing the TV Off soundbite for its Grammy commercial.[3]

    Heinz licenses Kendrick Lamar's "TV Off" for Grammys commercial

  3. @HeinzTweets owner response · Feb 3 ’25

    Heinz posted the creative on X with the caption "Two mustard legends, together at last."[4]

    Two mustard legends, together at last. #MUSTAAAAAARD #Heinz @mustard
Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 15 events, 18 sources · Score 39
Origin
Mixed
Sector
Food & beverage
Region
US
Later earned-impression claim (SABRE entrant summary)
2.1B
As of Mar 16, 2026 · Self-reported · WARC (SABRE Awards entrant case summary)
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Google searchesJan ’25FebMarMayJunJulAugOctDecMar ’26AprPeakTVPressXOpen webRedditRetailAudio
TVPressXOpen webRedditRetailAudio

12 more events on this chart

Join free to see them

  1. February 2025

    Heinz seed · Feb 2 ’25

    Heinz aired a 30-second Grammy ad that replaced a ketchup scene with the TV Off shout.[1][2]

    Heinz - Mustard X Mustard
    Open the first post ↗

  2. The Needle Drop press · Feb 2 ’25

    The Needle Drop covered Heinz licensing the TV Off soundbite for its Grammy commercial.[3]

    Heinz licenses Kendrick Lamar's "TV Off" for Grammys commercial

  3. @HeinzTweets owner response · Feb 3 ’25

    Heinz posted the creative on X with the caption "Two mustard legends, together at last."[4]

    Two mustard legends, together at last. #MUSTAAAAAARD #Heinz @mustard

  1. owner response · Feb 3 ’25

  2. press · Feb 3 ’25

Join free to see the other 12 events and the full chart. Free, on every case.

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Why it worked

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