In a creative collaboration, Heinz has partnered with Grammy-winning music producer DJ Mustard to introduce a limited-edition mustard blend. DJ Mustard, whose real name is Dijon—a nod to the famous mustard variety—has been appointed as Heinz’s first-ever Chief Mustard Officer. This partnership, announced during the 2025 Grammy Awards, marks Heinz’s first co-created sauce in the U.S. and their first new mustard release in nearly a decade.
DJ Mustard expressed his enthusiasm for the collaboration, stating, “This collab coming to life is a big deal and something that has been decades in the making for me. Everyone knows me for my beats and sound, but what they don’t know is that cooking and grilling is a huge part of my life. I’m on the grill every chance I get. I’ve been using Heinz since I was a kid, so partnering with them is something I’ve always wanted to do.”
This innovative partnership exemplifies how brands leverage celebrities whose names align with their products to create memorable marketing campaigns. Here are five other instances where celebrities became ambassadors for food brands, capitalizing on the synergy between their names and the products:
Travis Scott and McDonald’s: In 2020, rapper Travis Scott partnered with McDonald’s to launch the “Travis Scott Meal,” featuring his favorite burger combination. The collaboration was a massive success, leading to increased sales and social media buzz.
Justin Bieber and Tim Hortons: Canadian singer Justin Bieber collaborated with Tim Hortons in 2021 to introduce “Timbiebs,” a line of Timbits (doughnut holes) with flavors inspired by Bieber’s preferences. The partnership resonated with fans and boosted the brand’s popularity.
Megan Thee Stallion and Popeyes: Rapper Megan Thee Stallion teamed up with Popeyes in 2021 to launch the “Hottie Sauce,” a sweet and spicy condiment reflecting her persona. The collaboration included co-branded merchandise and highlighted Megan’s love for the restaurant.
Michael Jordan and McDonald’s: In the 1990s, basketball legend Michael Jordan partnered with McDonald’s to promote the “McJordan Special,” a burger named after him. The limited-time offering featured ingredients that Jordan personally enjoyed, creating a unique connection between the athlete and the brand.
Snoop Dogg and Dunkin’: In 2020, rapper Snoop Dogg collaborated with Dunkin’ to promote the “Beyond D-O-Double G Sandwich,” a plant-based breakfast sandwich. The partnership played on Snoop’s persona and love for plant-based foods, appealing to a broad audience.