QYOU, Kraft Heinz and Buffalo Wild Wings: The Creator Strategy Behind MUSTAAAAAARD’s Big Debut
By Glenn Ginsburg, President, QYOU Media
When Kraft Heinz set out to launch the new Chipotle Honey Mustard, its first new mustard in more than a decade, they knew it had to be more than just a condiment release. And while the recipe was coming together, a cultural moment rose up that could not be ignored.
“MUSTAAAAAARD!” started echoing across social media. Kendrick Lamar’s now viral shoutout to Producer Mustard in his track tv off took off as a meme, becoming an exaggerated audio clip flying around social. Kraft Heinz saw the cultural alignment and acted fast, building a bold, multi-platform campaign around it.
It is increasingly difficult for brands to break through. Especially with an audience that demands more than traditional advertising. That’s why 80% of Marketers today affirm that influencer marketing is an effective strategy (Influencer Marketing Hub). However, this launch leaned into a cultural signal that gave the brand a powerful, timely point of connection.
Bringing the Energy Offline
QYOU’s mission was clear: connect digital buzz with real world action by making creators the first to experience and share the new product. The strategy focused on turning a viral sound into a creator led call to action.
Over four days, QYOU activated dozens of creators to visit Buffalo Wild Wings, order a beef dish, and shout “MUSTAAAAAARD!” with full-force enthusiasm. Standouts like @chefmikehard, @atxjulesy, @i.slowpez, @daniellajulianna and @missmaiah brought their own spin to the moment, filming content in real time, capturing genuine reactions, and driving fans to BWW to get their own.
From Viral Sound to Social Activation
By tapping into a meme already in the cultural zeitgeist, the campaign bridged cultural commentary and consumer action. QYOU’s content built anticipation around the new sauce with the creators becoming the first to have the product in hand and describe the new bold flavor in a fun and authentic way.
The campaign helped build buzz ahead of the in-store launch, showing just how effective influencers can be when they’re part of the story and not just delivering a message.
The Takeaway
The MUSTAAAAAARD campaign worked because it let culture lead. Kraft Heinz tapped into a trending moment, Buffalo Wild Wings provided the stage, and creators made it all feel personal, participatory, and just plain fun.
At QYOU, we’re proud to have helped bring this slice of the campaign to life. From the first shout to the first bottle, it was a reminder that when creators are given room to be themselves and when brands move with intention and speed the result is more than just a launch.
It’s a moment worth remembering.
MUSTAAAAAARD!
This campaign was featured in Ad Age’s Creator and Influencer Trends Brand Marketers Need to Know About Right Now. Check it out! LINK
