4 Ways Heinz makes their product collabs totally irresistible

I think Heinz may have literally cracked the code on collabs.

The brand has made an art form out of turning simple condiments into cultural icons over the last few years.

Whether it’s tapping into viral Vodka pasta or daring us to try Chocolate Orange Mayo (not me, y’all have fun though), Heinz’s partnerships are a stroke of some very clever marketing plays, and testament to their ear on the ground of culture.

The best thing about Heinz collabs is that they aren’t gimmicky.

They’re deliberate, considered, and overall, feel like they just make sense.

It's like they almost give the sense of, 'Huh, how was this not a thing all along?'

The Absolut x Heinz Tomato Vodka Pasta Sauce? A natural pairing of indulgence, comfort and virality.

Terry’s Chocolate Orange Mayo? A love-it-or-hate-it gamble designed to spark conversation.

Or what about Barbie-cue sauce, the very fun, very pink accompaniment to your cookout, created right at the moment of peak (pink) popularity?

Each collab feels fresh but distinctly Heinz, proving they know how to stay relevant without losing their signature flavour(s).

Here’s the thing: Heinz doesn’t take itself too seriously.

They lean into the absurd, knowing that bold, unexpected ideas get people talking. In a crowded space, playful creativity sets them apart. And let’s be real, who doesn’t want a brand that makes them smile and salivate?

Their 'vintage drip collection,' featuring sauce-stained clothing, is a perfect example. The brand took a mundane concept (ketchup merch) and turned it into a novelty by embracing the absurdity.

So what has Heinz gotten right in their brand collabs?

1. Cultural cred

Heinz is a household name, but their collabs make them feel genuinely cool. It’s no small feat to make ketchup trendy, yet here we are.

2. Curiosity

Oddball collabs like Chocolate Orange Mayo are irresistible conversation starters. Love it or hate it, you will talk about it. And that’s where they get ya.

3. Collabs that just make sense

Heinz aligns with partners who share their vibe, whether it’s indulgence, fun, or sheer absurdity.

4. Multi-generational appeal 

From Gen Z foodies to boomers who grew up with Heinz, the brand knows how to speak to everyone.

If you want to bottle up some of Heinz’s magic, here are some key takeaways:

Collab with purpose 

Find partners that align with your brand values and identity. Heinz knows its playful and bold vibe—and they never stray.

Dare to be weird 

Safe ideas rarely make headlines. Push boundaries, experiment, and let your audience be the judge.

Think long-term

Each collab builds on the last, creating a cohesive narrative. Heinz knows how to create buzz today, while staying in the conversation tomorrow.

Heinz, as a brand, is a cultural staple.

Their collabs remind us why we fell in love with them in the first place—they're fun, quirky, and just a little bit daring. But they're also a brand that’s been there though all the summer BBQ’s and beyond.

When you’re crafting your next campaign, I urge you ask yourself: WWHD—What Would Heinz Do?

Spoiler: it’s bold, bizarre, and brilliant.

-Sophie, Writer