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Library/Campaign/Heinz: Can't Unsee It
Grade B21 sourcesHIS-00386

Heinz: Can't Unsee It

Campaign · 2024 · Niche

33Editable slideCertificate

Heinz’s Deadpool & Wolverine tie-in claimed 1.58 billion earned impressions.

Original · Rethink / Marvel Studios / Maximum Effort
Marvel Studios’ Deadpool & Wolverine – Can’t Unsee It
Marvel Entertainment on YouTube
Heinz ketchup-and-mustard billboard opposite a Deadpool & Wolverine billboard
Rethink / Heinz
With Sounds by Mr. Bronx Audio Post, Heinz Takes Over Deadpool & Wolverine Trailer via Ad Age - Press Kitchen
Press Kitchen (campaign supplier PR, reproducing Ad Age)
Kraft Heinz | Can't Unsee It
The One Club (entrant case study)
Kraft Heinz | Can't Unsee It
The One Club
Heinz Can't Unsee It | 2024 Awards Winner | Applied Arts
Applied Arts (official award record and entrant account)
billups | Global Out-of-Home Advertising & Media Solutions
billups (campaign OOH vendor)
"Someone Is Getting Sued": Marvel Uses Subliminal Advertising in New Deadpool & Wolverine Teaser
ComicBook.com
Cannes Lions 2025: MediaCat UK’s Grand Prix predictions
MediaCat UK

Spread Score

How it works
Reach56Contagion35Breadth30Velocity2Longevity1933

Numbers

Entrant claim: earned impressions; cutoff unspecified
1.58B
Self-reported · The One Club (entrant case study)
Seed to peak
3 weeks
Jul 15 ’24 to Aug 5 ’24
Platforms
5
Started on YouTube
Origin
Mixed
Food & beverage

Mechanics

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

How it spread

Trace the origin

Heinz and Marvel launched a trailer parody, with paid media handled by Carat. Film fans shared it and photographed its billboards. The entrant later claimed ketchup and mustard sales growth, and the campaign won advertising awards.

Google searchesJun ’24AugSepDecApr ’25JunSepDecApr ’26JunPeakYouTubeRedditPressInstagramOpen web
YouTubeRedditPressInstagramOpen web

12 more events on this chart

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Timeline (15)

  1. July 2024

    Marvel Entertainment / Heinz seed · Jul 15 ’24

    Marvel released a trailer parody that replaced Deadpool and Wolverine with Heinz ketchup and mustard.[1][2][3]

    With Sounds by Mr. Bronx Audio Post, Heinz Takes Over Deadpool & Wolverine Trailer via Ad Age - Press Kitchen
    Open the first post ↗

  2. Comic_Book_Reader platform jump · Jul 15 ’24

    Comic_Book_Reader shared the campaign video on r/MarvelStudiosSpoilers.[4]

  3. ComicBook.com press · Jul 15 ’24

    ComicBook.com covered the Heinz sponsorship and the trailer’s subliminal-advertising joke.[5]

    "Someone Is Getting Sued": Marvel Uses Subliminal Advertising in New Deadpool & Wolverine Teaser
Origin
Mixed
Sector
Food & beverage
Region
Global
Entrant claim: earned impressions; cutoff unspecified
1.58B
Self-reported · The One Club (entrant case study)
Evidence
Grade B

Spread the same way

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Instagram · 2024

66
McDonald's France on Instagram: "Pour 4 ans minimum."

2.5B impressions

Anthropic (Claude): A Time and a Place

X · 2026

55
Ads are coming to AI. But not to Claude. Keep thinking.

8.3B impressions

Dave's Hot Chicken Drake birthday giveaway

Open web · 2025

47
Sora Has Lost Its App Store Crown to … Dave's Hot Chicken | Dave's Hot Chicken

Peaked at #1

Heinz Mustard: Heinz Mustard X Mustard

TV · 2025

39
Heinz - Mustard X Mustard

2.1B impressions

New cases, every week

How the next thing spread, the week it does.

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Google searchesJun ’24AugSepDecApr ’25JunSepDecApr ’26JunPeakYouTubeRedditPressInstagramOpen web
YouTubeRedditPressInstagramOpen web

12 more events on this chart

Join free to see them

  1. July 2024

    Marvel Entertainment / Heinz seed · Jul 15 ’24

    Marvel released a trailer parody that replaced Deadpool and Wolverine with Heinz ketchup and mustard.[1][2][3]

    With Sounds by Mr. Bronx Audio Post, Heinz Takes Over Deadpool & Wolverine Trailer via Ad Age - Press Kitchen
    Open the first post ↗

  2. Comic_Book_Reader platform jump · Jul 15 ’24

    Comic_Book_Reader shared the campaign video on r/MarvelStudiosSpoilers.[4]

  3. ComicBook.com press · Jul 15 ’24

    ComicBook.com covered the Heinz sponsorship and the trailer’s subliminal-advertising joke.[5]

    "Someone Is Getting Sued": Marvel Uses Subliminal Advertising in New Deadpool & Wolverine Teaser

  1. backlash · Jul 15 ’24

  2. press · Jul 16 ’24

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Why it worked

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