Heinz Taps Deadpool & Wolverine for Epic Collaboration

Marvel’s upcoming film “Deadpool & Wolverine” is back with another unpredictable collaboration, this time, with condiment giant Heinz. 

The campaign is marked by a 45-second hero spot from full-service advertising agency Rethink starring Ryan Reynolds and Hugh Jackman as the titular mutants. 

Titled "Marvel Studios’ Deadpool & Wolverine — Can’t Unsee It," the ad kicks off with clips from the official trailer, as flashes of Heinz’s Yellow Mustard and Tomato Ketchup replace the superheroes on screen.  

The tape is paused and Reynolds interjects, saying, “I’m normally all in on the legal and moral opaqueness of subliminal advertising, but not when it messes with my trailer, got it?”  

The trailer goes on, with the text “HEINZ KETCHUP” and “HEINZ MUSTARD” breaking the scenes, which Reynolds finds worse than “subliminal” and “personally insulting.” 

“You can’t unsee it,” the screen writes, alluding to the similarity of the color palettes between the pairs of superheroes and Heinz products.  

The spot ends with “Ketchup & Mustard” replacing “Deadpool & Wolverine” in the film’s title card. 

In a statement, Reynolds spoke on how the trailer-slash-commercial came to be.  

“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,” the actor hilariously shared in a press release.  

“But the faxes kept on coming! So, the idea was hatched to actually partner with HEINZ to bring this memo to life. Huzzah!” he added.

Turning Superheroes into Condiments 

The latest collab comes as part of a wider campaign meant to make meals more special for condiment lovers and superhero fans everywhere.  

Together, the movie franchise and the brand have unveiled limited-edition collectibles— customized condiment bottles meant to resemble the two iconic comic book superheroes. 

The limited-edition Heinz Tomato Ketchup will have special Deadpool-branded packaging, with his mask on top of the bottle, his two swords protruding off the back, and his belt wrapped around near the opening. 

 

 

 

 

 

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Meanwhile, the Yellow Mustard bottle boasts Wolverine designs, with his mask on top, claws peeking off the sides, and belt below.  

Lizzy Goodman, Heinz U.S. Brand Communications Manager, says the team-up happened after the brand saw fans on social media pointing out the similarities of the two condiments to Deadpool & Wolverine.  

Making the connection about how the two superheroes’ costumes match the colors of Heinz’s most popular products, Goodman said they just “couldn’t unsee it.” 

Heinz is set to release the special collectibles in the U.S. in the coming weeks.  

Marvel Studios Is on a Collab Spree 

The brand partnership is the latest among a slew of unconventional marketing efforts that Marvel Studios churned out to promote the film.  

On Monday, Jack in the Box partnered with Reynolds as Deadpool in a series of hilarious spots.  

The premise of the campaign is that the two mutants destroyed one of the chain’s restaurants; so now, Deadpool has to promote Jack in the Box’s Mini Chimi Bang Bangs. 

And last week, they launched a spot starring Reynolds and Jackman as their superhero counterparts to advertise the popular American reality show "The Bachelorette." 

Before that, the company partnered with Heineken Silver for a spot that sees Deadpool making a can of the famous beer using Wolverine’s Adamantium claws. 

This form of moment marketing has been a prominent strategy for brands and entertainment studios that often gain huge traction among social media circles by generating loads of laughs and engagement among fans.  

Marvel Studios’ “Deadpool & Wolverine” will hit cinemas on July 26.

Editing by Katherine 'Makkie' Maclang