- Heinz is introducing a keg of ketchup – the Heinz KegChup – in time for the Super Bowl.
- Fans will have a chance to win a KegChup ahead of the big game via the brand’s Instagram from January 27-29. Additionally by signing up at HeinzKegChup.com, fans can get in line to buy one when the product becomes commercially available ahead of the 2026 football season.
- The product is part of Heinz’s “Irrational Love” platform, the brand’s global masterbrand platform. Kraft Heinz’s in-house social agency The Kitchen led the social campaign to promote the product.
Super Bowl Sunday is the second largest snacking holiday in the United States after Thanksgiving and CPG players bring their best game for the occasion. Heinz teased the idea of a ketchup keg on social media in October, earning almost 1 million views, and decided to bring it to fans on game day.
“As our second largest sales window, the Big Game is always an important moment for Heinz to show up, knowing that our rich sauce is a part of game day spreads,” said Jamie Mack, associate director of brand communications for Heinz U.S. “Heinz KegChup, inspired by our Irrational Love platform, taps the idea that people go all in for what they love — even their ketchup. Built with an easy to dispense spigot that lets ketchup lovers measure with their hearts, the Heinz KegChup playfully hijacks the iconic beer-keg narrative and taps into game day culture, giving Heinz fans a fun new format to enjoy their favorite condiment.”
The stunt comes as the company is undergoing structural changes and The Kraft Heinz Company is splitting into two independent publicly traded companies, which is expected to be complete by the second half of 2026.
“Despite the news of the re-org, as the global leader in condiments our mission is clear: continue to surprise and delight our biggest ketchup fans, bringing them new ways to experience our delicious sauce and remind them that when it comes to ketchup, ‘It Has To Be Heinz,'” explained Mack.
The keg draws inspiration as part of the brand’s “Irrational Love” platform, which the company debuted in 2024, which found that fans go all in on the things they love most, including their favorite ketchup. By showing up at the game with a keg of ketchup (instead of beer), the campaign playfully aims to hijack game day culture.
“The Heinz KegChup was created to live beyond a single event, with the goal to create a season-long ritual that fans return to again and again,” said Mack. “While a few lucky fans will have the chance to win a Heinz KegChup for their watch parties ahead of this year’s game, we are excited to bring the Heinz KegChup to football moments throughout the year with a larger drop coming for the start of the 2026 football season.”
