Heinz brought the memes to life ahead of the film’s release on July 26.
A new ad from Heinz takes over a trailer for “Deadpool & Wolverine” to point out the duo’s resemblance to ketchup and mustard bottles.
Deadpool bemoans the comparisons while speaking in his classic, fourth wall-breaking style. The spot will run across online video and Marvel and Heinz social channels.
The global campaign also includes digital and print out-of-home posters across North America, in which the comparison is made. Creative will also feature in-store displays of Deadpool and Wolverine alongside Heinz ketchup and mustard.
The campaign additionally includes activations in the U.S., Canada, Mexico, China, Australia and Brazil, among other locations. The movie is set to hit theaters July 26. Heinz will also release limited-edition collectibles to dress up their ketchup and mustard bottles as part of the campaign.
Reynolds said that fans of the Marvel universe pointed out the characters’ similarities to ketchup and mustard bottles.
“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,” Reynolds said. “But the faxes kept on coming! So, the idea was hatched to actually partner with Heinz to bring this memo to life. Huzzah!”
Rethink, Marvel Studios, and Maximum Effort produced the campaign with Carat on paid media, The Kitchen supporting social media and Zeno Group leading public relations.
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