Kraft Heinz brands Heinz and Planters return to the Super Bowl next month to promote ketchup and the new Heinz condiment HoneyRacha, while continuing the narrative of what Mr. Peanut will do for his friends.
In its first Super Bowl appearance since 2016, Heinz ketchup will air a 30-second spot in the game’s second quarter from Wieden+Kennedy, directed by Roman Coppola, the son of noted director Francis Ford Coppola.
Although the spot will mostly showcase ketchup, soon-to-be-released HoneyRacha sauce—a mashup of honey and Sriracha flavors—will make a cameo appearance.
This will be the debut of Wieden+Kennedy’s work with the brand.
HoneyRacha is the latest Heinz condiment, following the 2018 introduction of MayoChup (mayonnaise and ketchup) and MayoCue (mayonnaise and barbeque sauce).
In the walkup to the Super Bowl, Heinz will try to comfort football fans who have already booked their Miami-bound flights, but whose teams don’t win in the coming weekend’s National Football League conference championship games.