Heinz Releases ‘Deadpool & Wolverine’ Accessories
In the lead up to the highly anticipated theatrical release of Marvel Studios’ “Deadpool & Wolverine”, in U.S. theaters, fans (and even the stars of the movie!) have noticed something special about the signature red and yellow suits of the film’s title characters – they look a lot like another iconic duo: Heinz Ketchup and Mustard. For the first time ever, Heinz announces the release of limited-edition collectibles that let fans accessorize their ketchup and mustard bottles to resemble Deadpool and Wolverine.
Created in collaboration with the film, the collectibles include Deadpool’s signature mask, suit, and most importantly, katanas, made specifically for HEINZ Ketchup bottles. For the mustard lovers, their bottles will feature Wolverine’s iconic claws, suit, mask. As the heroes of barbecue season, Heinz Ketchup and Mustard now have the superhero armor to match their silver screen counterparts.
“After seeing the conversation on social media highlighting the similarities between our two iconic duos – Deadpool & Wolverine and Heinz Ketchup & Mustard – we knew we had to team up with the film,” says Lizzy Goodman, brand communications manager for Heinz U.S. at The Kraft Heinz Company. “Once we made that connection – we couldn’t unsee it – as these similarities go beyond color. One’s sweet, one’s zesty. Everybody has a favorite, but really, they’re better together. And most importantly, whether at the movie theater or a cookout, both duos play starring roles in an epic summer.”
The collectibles celebrate the great lengths fans will go to in order to show their love for both Heinz and the film, including dressing up as life-size HEINZ Ketchup and Mustard Bottles or cosplaying as Deadpool and Wolverine. With this limited-edition release, Heinz turns this behavior on its head, making mealtime even more enjoyable for condiment lovers and superhero afficionados everywhere.
The collectibles release is a part of a larger collaboration between Heinz and Marvel Studios’ “Deadpool & Wolverine”. Inspired by the truth that fans can’t unsee – the similarity between the two iconic duos – the campaign launches with a short film featuring a custom voiceover by Deadpool himself, Ryan Reynolds. The film starts out like a new spot for “Deadpool & Wolverine”, but quickly morphs into an ad for Heinz Ketchup & Mustard. In his classic fourth wall-breaking style, Reynolds (as Deadpool) comes to the shocking realization that he and Wolverine look exactly like HEINZ Ketchup & Mustard bottles.
“I don’t spend much time on the internet,” says Reynolds, actor, writer and producer of “Deadpool & Wolverine”. “When my assistant faxed me a photocopy of a memo (he spelled it ‘meme’ – ugh, assistants amirite?) wherein Deadpool and Wolverine were identified as a Heinz Ketchup and Mustard bottle, respectively, I thought nothing of it and went back to my book and tea. But the faxes kept on coming! So, the idea was hatched to actually partner with Heinz to bring this memo to life. Huzzah!”
The company will release a select number of the “Deadpool & Wolverine”-inspired ketchup and mustard collectibles in the U.S. via social media in the upcoming weeks. Further details on how to get a set will be announced soon, so keep an eye on Instagram.
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Heinz Launches Saucemerica Collection of Packets
Heinz has launched The United States of Saucemerica Collection: a limited-edition line-up of 50 United States-inspired condiment packet designs. Saucemerica packets are available in seven condiment varieties, and each packet’s design corresponds to one of the 50 states and its most notable dish – hello, Idaho French Fries and Wisconsin Fried Cheese Curds!
Rolling out nationwide through the end of August, Heinz is encouraging fans to collect as many different states’ packets as possible and upload them to www.saucemerica.com for a chance to win $500,000 worth of exciting prizes, including a grand prize of $100,000.
“From art to coins, stamps, and more, collecting culture has become a popular practice with devoted fanbases,” says Devaang Sibal, brand manager, Heinz Away from Home. “But perhaps the most unexpected collectible is the Heinz packet. An iconic on-the-go staple, Heinz fans everywhere collect packets in their homes, bags and cars, to ensure they are always on hand in case of a condiment conundrum. With the Saucemerica Collection, we are excited to pay homage to this fan behavior with the unique, hometown pride-evoking designs and multiple chances for fans to win prizes.”
Each Saucemerica packet features either Heinz Ketchup, Yellow Mustard, Real Mayonnaise, Ranch, BBQ Sauce, Tartar Sauce, or Simply Ketchup and the packet designs draw inspiration from the most beloved dishes from each of the 50 states. From a Maryland Crab Cake-inspired Tartar Sauce packet to Texas Brisket BBQ Sauce, Heinz carefully paired each state with the condiment variety that best enhances the dish spotlighted.
Through the end of August, fans can collect the Saucemerica packets at restaurants, drive-thrus, theme parks, movie theaters, stadiums, and more across the country. To ensure consumers can collect as many unique packs as possible all summer long, every participating operator will receive a mix of states throughout June, July and August, depending on which of the seven condiment varieties they feature on their menu.
The SaucemericaCollection supports Heinz’s first global creative platform, “It Has to be Heinz,” which pays homage to its fans by celebrating the irrational love people have for Heinz – from real fans’ personal love affairs with the brand, to the love and care its products are made with. Inspired by real fan stories, including those who always keep condiment packets on hand for “sauce-mergencies,” the brand lives its new purpose with the Saucemerica Collection, uplifting and celebrating this beloved behavior.
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‘Tip for Heinz’ Campaign Urges Fans to Ask for Brand
Three in 4 North Americans prefer Heinz Ketchup when dining out, yet nearly half feel there is nothing they can do when restaurants don’t carry their beloved condiment, according to a recent survey commissioned by Heinz. Even more, the word used most to describe respondents’ feelings when a restaurant doesn’t serve Heinz was “disappointment,” according to the survey. Heinz has launched “Tip for Heinz,” a first-of-its-kind program that emboldens fans to enact change and end their condiment disappointment for good.
Now through Dec. 21, ketchup fans can leave restaurants a “Tip for Heinz” to send a subtle, yet powerful message requesting their preferred ketchup. Simply add an extra $1 “Tip for Heinz” to the receipt, share a photo of the receipt on Instagram with #TipforHeinz and #sweepstakes or submit directly to www.tipforheinz.com for full gratuity reimbursement up to $20, and for a lucky few, Heinz will pick up the full tab, too! Heinz is committing a total of $125,000 to cover these gratuities and meals.
“Gone are the days of subjecting delicious foods to subpar ketchup. We support Americans who demand more from the condiments restaurants serve, and ‘Tip for Heinz’ aims to elevate fans’ voices for their preferred ketchup,” says Jacqueline Chao, senior brand manager, Heinz. “Together with fellow ketchup lovers, we hope to work towards a future where fans can expect the unmistakably delicious taste of Heinz whenever they dine out.”
Heinz is offering to provide a free year’s supply of ketchup to the first 10 restaurant locations that take the “tip” and trade up their ketchup. In addition to restaurants making the swap, Heinz superfans will be reminded to “Tip for Heinz” while they are on their way to dine out through large-scale out-of-home placements in Times Square and via billboards in Chicago. They will also be encouraged to participate and enter on the site or through Instagram and TikTok, in a first-to-market media execution.
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