In 2024, Kendrick Lamar went viral for yelling “MUSTAAAAAARD” – literally shouting out his producer MUSTARD on their track “tv off”. Fans and brands alike turned it into an even more viral meme format.

So when Kendrick and MUSTARD took home 5 Grammy's — including Song of the Year and Record of the Year — we aired our new teaser on the Grammy's commercial break, announcing the official partnership between HEINZ and MUSTARD.

Agency: The Kitchen
ECD: Simon Au
CD: Dan Szczepanek
AD: Andrew Bernardi, Arman Sadrzadeh
CW: Suzie Teddi-Charles, Sean Kinton
Production: MK Films
Edit: GOODBIT