Can't Unsee It

As summer 2024 approached, one movie was already on everyone’s mind: Deadpool & Wolverine. Set to be the season's biggest blockbuster and Deadpool's first foray into the Marvel Cinematic Universe, fans were eagerly counting down to its release. That’s when it hit us: Deadpool & Wolverine’s iconic red and yellow suits looked just like HEINZ Ketchup & Mustard and movie fans had already picked up on the similarity online. While dozens of promotional brand partnerships heroed Deadpool, we saw an opportunity for HEINZ to take center stage and turn summer’s biggest movie into one big ad for HEINZ.