Kraft Heinz, Kate Spade create ketchup-themed summer fashion - Brand Innovators

Kraft Heinz, Kate Spade create ketchup-themed summer fashion

  • Kraft Heinz and Kate Spade are partnering on a limited-edition capsule collection that combines the iconography and color of Heinz’s Ketchup with Spade’s style. 
  • The collection will include totes, pouches, small leather goods, ready-to-wear t-shirts, footwear and other accessories such as key chains and phone cases. Products will be available at select Kate Spade New York stores, select department stores and wholesale locations and online, with prices ranging from $45 to $398. 
  • The foray into fashion follows Heinz’s global creative strategy of celebrating consumers’ “irrational love” for the brand. Other executions under that strategy have included creating a label that can double as a tattoo stencil and encouraging consumers to report “ketchup fraud.”

While many consumers of ketchup-laden foods are concerned about spilling on their clothes, the partnership between Heinz and Kate Spade celebrates the idea that the former’s distinctive color can be fashionable. The collection is also meant to evoke summer and fun, according to Jennifer Lyu, SVP and Head of Design at Kate Spade New York. 

“We believe in exploring the journey of self-expression through style in fun, unexpected ways,” Lyu said in a statement. “The playful designs are perfect for all of summer’s special moments, capturing the spirit of the season. I’m excited for customers across generations to experience a little piece of the magic we created with Heinz.”  

The products take inspiration from Heinz’s iconic label and ketchup packets. The T-shirt, for instance, is ketchup-red with the Heinz logo prominently displayed on the front and a subtle “tear here” perforation styling on the left shoulder. Similarly, a handbag is modeled to look like a white ketchup packet one would receive from a fast-food restaurant. The product line celebrates both brands’ attention to craft and detail, said Megan Lang, Head of Global Heinz Brand Communications and Creativity.

“From creating products of the highest quality that are expertly crafted by masters and leave no detail untouched, to exhibiting true devotion to our fans. In return, both brands have incredibly loyal fanbases that transcend generations,” said Lang, in a statement. “At HEINZ, we love to celebrate the unique and unconventional ways our fans show their love for us, and this collection is the perfect opportunity to do so.”