PITTSBURGH & CHICAGO, Jul. 15, 2024– In the lead up to the highly anticipated theatrical release of Marvel Studios’ “Deadpool & Wolverine”, in U.S. theaters July 26, 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.”
HEINZ’s new 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 Ryan 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!”
HEINZ 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 the HEINZ Instagram.
To stay up to date on all things HEINZ, visit www.HEINZ.com or follow us on Instagram and TikTok.
- Credits
- BRAND: Kraft Heinz
- BRAND MANAGER: Lizzy Goodman
- HEAD OF COMMUNICATIONS: Brian Neumann
- HEAD OF MARKETING: Julia Adams
- COMMUNICATIONS DIRECTOR: Jamie Mack
- BRAND MANAGER: Navjit Dhillon
- BRAND MANAGER: Alexandra Lieberman
- BRAND DIRECTOR: Jenna Thornton
- MEDIA MANAGER: Molly Kelsey
- BRAND MANAGER: Jacqueline Chao
- HEAD OF COMMUNICATIONS: Megan Lang
- BRAND: MARVEL STUDIOS PARTNERSHIPS
- PARTNERSHIPS: Lylle Breier
- MANAGER: Holly Frank
- PARTNERSHIPS: Ty Ervin
- MARKETING DIRECTOR: A.J. Fierro
- MARKETING DIRECTOR: Andrew Staub
- MARKETING MANAGER: Caroline Hogan
- MARKETING MANAGER: Britney Asao
- MARKETING MANAGER: Ariana Vallenilla
- AGENCY / CREATIVE: Rethink
- CHIEF CREATIVE OFFICER: Aaron Starkman
- CHIEF CREATIVE OFFICER: Mike Dubrick
- CHIEF CREATIVE OFFICER: Daniel Lobatón
- CHIEF STRATEGY OFFICER: Sean McDonald
- EXECUTIVE CREATIVE DIRECTOR: Xavier Blais
- CREATIVE DIRECTOR: Zachary Bautista
- CREATIVE DIRECTOR: Geoff Baillie
- ART DIRECTOR: Ryan Cookish
- ART DIRECTOR: Rachel LeBlanc
- ART DIRECTOR: Dan Cantelon
- STRATEGIST: Julian Morgan
- STRATEGIST: Emma Bayfield
- CONTENT PRODUCER: AJ Merrick
- INTEGRATED PRODUCER: Kyle Hicks
- INTEGRATED PRODUCER: Kelsey Irvine
- INTEGRATED PRODUCER: Kate A. Spencer
- STUDIO MANAGER: Todd Bennett
- STUDIO MANAGER: AJ Merrick
- ARTIST: Patrick Kennedy
- PRODUCTION MANAGER: Shannon Ing
- BUSINESS LEAD: Adam Ball
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- ACCOUNT MANAGER: Bhumika Baweja
- MEDIA: Carat Canada
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- PLANNING DIRECTOR: Taha Hameedi
- PLANNING DIRECTOR: Isabella Oliveros
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- MEDIA BUYER: Neander Martins
- MEDIA: Carat US
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- PLANNING DIRECTOR: Elizabeth Schuler
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- PR: Zeno Group
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- VICE PRESIDENT: Jamie Dammrich
- VICE PRESIDENT: Alysa Winkler
- ACCOUNT SUPERVISOR: Bethany Roth
- ACCOUNT EXECUTIVE: Nicolette Stern
