Heinz, the popular ketchup-maker, wants to make America’s favorite mustard, too. Heinz is launching a new, better-tasting yellow mustard at retailers nationwide for the first time. Heinz will unveil a 360 advertising campaign today, “Ketchup’s Got a New Mustard,” touting Heinz Ketchup’s new main squeeze: Heinz’ New Yellow Mustard.
“Our Yellow Mustard launch is unprecedented for Heinz and for the mustard category,” says Eduardo Luz, president of Heinz North America. “Heinz is America’s Favorite Ketchup, and we’re aiming to become America’s favorite mustard, too. We want people to love their yellow mustard as much as they love our ketchup.”
Using 100 percent natural ingredients, including stone-ground mustard seeds and a secret blend of spices and vinegar, Heinz’ new yellow mustard recipe delivers a balance of flavor and tang. The national launch of this new recipe is being supported by a campaign to drive unparalleled awareness within the mustard category.
“We know that people don’t really think about yellow mustard, so we needed to inspire them with a bold creative idea to shake things up a bit,” says Jessica Ryan, associate director of marketing, Heinz Brands at Heinz North America. “Our new campaign focuses on the idea that Heinz Ketchup has been with the wrong mustard for years, but finally found a mustard that lives up to its high standards of taste.”
The advertising campaign, “Ketchup’s Got a New Mustard,” tells the story of Heinz Ketchup’s decision to break up with his ex-mustard, and what happens when he starts a new relationship with the new Heinz Yellow Mustard recipe.
Heinz Yellow Mustard is available in 8 oz., 14 oz., and 20 oz. upside-down squeeze bottles at retailers nationwide, including Walmart and Target locations, for a suggested retail price starting at $1.69.
The five times weekly e-newsletter that keeps you up-to-date on the latest industry news and additions to this website.