Heinz x DJ Mustard Creates Heinz Mustaaaaaard #MusicMonday

Source: Kraft Heinz

For the first time in over ten years, the leader in the mustard category Heinz is introducing a new mustard … in collaboration with another leader in his own category as well, DJ Mustard (aka Dijon).

DJ Mustard is a self-reported “grill master” and has been sincerely working with Heinz all year as the Chief Mustard Officer to come up with this new product/flavor which is described as “smoky-sweet chipotle honey mustard.” The product is debuting right now at Buffalo Wild Wings (smart!) and then will be available as an LTO (limited time offer) all summer at select retailers such as Target, 7-Eleven, Walmart.com, and Amazon.

Note the name: Heinz Mustaaaaaard. :) Love the authenticity here. Dijon actually worked with the R&D folks at Heinz to create the flavor profile based on what he likes in his own grilling techniques. Truly. This isn’t just a vanity celebrity “naming” project here, but a true collaboration in the making of a new product.

Also of note, right around the time that Heinz announced that DJ Mustard would be working with them at the beginning of the year, he released his own music collaboration with Kendrick Lamar …

The timing, as in all good marketing, is perfect as is the sequencing from announcement through to retail distribution for summer grilling. Smart!

What’s your experience? JIM