Cosplay Meets Condiments: HEINZ to Release Limited-Edition Ketchup and Mustard Collectibles Inspired by Marvel Studios’ “Deadpool & Wolverine”
HEINZ is releasing -edition collectibles inspired by Marvel Studios' "Deadpool & Wolverine", allowing fans to accessorize their ketchup and mustard bottles to resemble the superheroes. This collaboration stems from social media observations highlighting similarities between the iconic duos. The collectibles include Deadpool's mask, suit, and katanas for ketchup bottles, and Wolverine's claws, suit, and mask for mustard bottles.
The campaign features a short film with a voiceover by Ryan Reynolds as Deadpool, humorously acknowledging the resemblance between the characters and condiments. HEINZ will release a select number of these collectibles in the U.S. via social media in the upcoming weeks, with further details to be announced soon on the HEINZ Instagram.
- Collaboration with a high-profile Marvel Studios film, potentially increasing brand visibility
- Creative marketing campaign leveraging social media trends and celebrity involvement
- -edition collectibles may drive consumer engagement and sales
- None.
The exclusive release pays homage to the similarities between HEINZ Ketchup & Mustard and the film’s title characters
![HEINZ teamed up with Marvel Studios’ “Deadpool & Wolverine”, for an epic collaboration complete with limited-edition collectibles to accessorize your ketchup and mustard bottles to resemble Deadpool and Wolverine. (Photo: Business Wire)](https://mms.businesswire.com/media/20240715238382/en/2185329/4/HeinzxDeadpoolWolverine_FinalB.jpg)
HEINZ teamed up with Marvel Studios’ “Deadpool & Wolverine”, for an epic collaboration complete with limited-edition collectibles to accessorize your ketchup and mustard bottles to resemble Deadpool and Wolverine. (Photo: Business Wire)
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
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,
“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
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ABOUT THE KRAFT HEINZ COMPANY
We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious. Consumers are at the center of everything we do. With 2023 net sales of approximately
ABOUT MARVEL STUDIOS’ “DEADPOOL & WOLVERINE”:
Marvel Studios’ “Deadpool & Wolverine” delivers the ultimate, iconic, cinematic team-up throwdown on July 26.
Shawn Levy directs “Deadpool & Wolverine,” which stars Ryan Reynolds, Hugh Jackman, Emma Corrin, Morena Baccarin, Rob Delaney, Leslie Uggams, Karan Soni, and Matthew Macfadyen.
Kevin Feige, Ryan Reynolds, Shawn Levy and Lauren Shuler Donner produce with Louis D’Esposito, Wendy Jacobson, George Dewey, Mary McLaglen, Josh McLaglen, Rhett Reese, Paul Wernick and Simon Kinberg serving as executive producers.
Marvel Studios’ “Deadpool & Wolverine” is written by Ryan Reynolds & Rhett Reese & Paul Wernick & Zeb Wells & Shawn Levy.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240715238382/en/
THE KRAFT HEINZ COMPANY
Alexandra Lieberman
alexandra.lieberman@kraftheinz.com
ZENO GROUP
Bethany Roth
Bethany.Roth@zenogroup.com
Source: The Kraft Heinz Company
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