Advertising is oversaturated with big-name celebrity endorsements and collabs.


So when Heinz set out to launch its new limited-time sauces, we eschewed the traditional partnership, and instead, teamed up with “celebrities” who know a little something about a limited-time in the spotlight.

Each of our sauces was launched by an early-aughts icon, including Rebecca Black, William Hung and Bad Luck Brian, to ensure fans knew our sauces — like their fame— was fleeting.

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With flavors like “Rebecca Black Garlic Ranch” “Bangin’ Brewery Mustard” and “Meme-y, Cream-y Chimichurri” fans rushed to try them before they disappeared forever.

  • "Probably going to get 'Rebecca Black Garlic Ranch' tattoed on me."

    MJR Frazer

  • “Too many people are calling stores after the sauce has run out.”

    Manager, Partner Restaurant Chain

  • "Collab of the century"

    Connor Franta

  • "Garlic Blanch (heart)"

    Lukas Gage, star of ‘White Lotus’

  • “We're suckers for this stuff. It's instantly familiar and comforting. It reminds us of a time when we had more hair!”

    Muse By Clio

Results:

  • Every sauce sold out in under a week

  • Featured in over 350 outlets, including HypeBeast, CBS, FOX, Good Morning America and NBC

  • Non-partner restaurants reached out to try and get sauces of their own.

  • Due to popular demand (aka peer pressure), Heinz is bringing back two of the sauces permanently.