When Marvel dropped the trailer for Deadpool & Wolverine, fans immediately noticed something… uncanny. Deadpool’s red suit and Wolverine’s newly revealed yellow X-Men costume looked suspiciously familiar—like Heinz Ketchup and Mustard standing side by side. The internet couldn’t unsee it, and neither could Heinz. So the brand leaned all the way in with “Can’t Unsee It”, a campaign that hijacked superhero hype and turned it into a condiment celebration. It was cheeky, self-aware, and brilliantly timed.
Campaign Overview
Developed by Rethink Canada in collaboration with Marvel Studios, Maximum Effort, and Kraft Heinz, “Can’t Unsee It” launched across multiple platforms. The campaign featured a spoof trailer narrated by Ryan Reynolds (in classic Deadpool fourth-wall-breaking style), where the superheroes were replaced by condiment bottles. It also included limited-edition Heinz bottles dressed as Deadpool and Wolverine, complete with masks, suits, and accessories.
Out-of-home placements, social media content, and influencer reactions amplified the joke, turning a fan-made meme into a full-blown brand moment. The campaign didn’t just ride the wave—it became part of it.
Campaign Objective
Heinz aimed to capitalize on the cultural moment surrounding the release of Deadpool & Wolverine, using the viral color comparison to reinforce brand recall and drive summer relevance. The goal was to make Heinz Ketchup and Mustard top-of-mind during cookout season by embedding the brand into pop culture—not through sponsorship, but through smart observation and playful execution.
Execution
Spoof Trailer: A parody video styled like a Marvel trailer, voiced by Ryan Reynolds, replaced Deadpool and Wolverine with Heinz Ketchup and Mustard bottles—mocking subliminal advertising and embracing the absurdity.
Limited-Edition Bottles: Heinz released collectible bottles dressed as Deadpool and Wolverine, complete with superhero masks and suit decals, available via Instagram promotions.
Out-of-Home (OOH) Placements: Billboards and posters featured the condiment duo in dramatic poses, mimicking superhero posters with taglines like “Now You Can’t Unsee It.”
Social Media Activation: Fans were encouraged to share their own “Can’t Unsee It” moments, fueling organic reach and meme culture.
Collaborative Branding: The campaign was co-signed by Marvel Studios, adding legitimacy and reach without diluting Heinz’s playful tone.
Brand Impact
“Can’t Unsee It” positioned Heinz as a brand that’s not just iconic—but culturally agile. It resonated with Marvel fans, summer shoppers, and meme lovers alike. The campaign reinforced Heinz’s dominance in the condiment category while proving that even legacy brands can play in the pop culture sandbox. It also earned praise for its humor, timing, and collaborative spirit.
Results
The Can’t Unsee It by Heinz: When Deadpool & Wolverine Became Ketchup & Mustard campaign was a standout success, generating 255% more earned media placements than the average brand collaboration. It drove a 12% increase in Heinz Mustard’s dollar share and achieved 505% higher social engagement than average, making it one of Heinz’s most impactful pop-culture partnerships.
Lessons Learned
“Can’t Unsee It” teaches us that great branding starts with great listening. Heinz didn’t invent the comparison—it validated it. The campaign also shows the power of humor and humility. By poking fun at itself and embracing absurdity, Heinz became more relatable. Finally, it proves that collaboration amplifies creativity—Marvel, Maximum Effort, and Heinz each brought something unique to the table.
