Dive Brief:
- Heinz is ensuring fans never run out of ketchup this Super Bowl with the KegChup, a novelty keg filled with the condiment, according to information shared with Marketing Dive.
- The concept for the product was teased on Instagram last year, generating almost a million views and thousands of interactions. In line with that initial success, fans will be able to win a KegChup via the brand’s Instagram.
- The KegChup is dropping just weeks before Super Bowl LX on Sunday, Feb. 8. With the price of advertising during the game hitting record highs, advertisers are looking for ways to engage with consumers around the event without breaking the bank.
Dive Insight:
Heinz is hoping to make ketchup as important as beer for the Super Bowl with the KegChup, a 19.5-inch keg which dispenses 114 ounces of the condiment. The keg plays on NielsenIQ data showing that 84% of consumers make their own game day snacks and that the big game is the second-largest food holiday of the year. The KegChup is meant to ensure consumers don’t run out of ketchup and potentially ruin their watch party.
The concept, production and social media efforts for the KegChup were developed by Kraft Heinz’s internal agency, The Kitchen. PR was handled by the Zeno Group. If consumers want the product in time for the Super Bowl, they can enter to win one on social media through Jan. 29. Additionally, fans can join a list on a dedicated website to obtain order access to the keg ahead of the start of the 2026 season. The contest could help to generate social media engagement while the website will help Heinz collect valuable first-party data.
Giveaways, novelty products, branded packaging and other initiatives provide brands with a way to engage football fans around the Super Bowl without paying the approximately $8 million price tag for an ad. Avocados From Mexico is tapping into sports betting and Super Bowl hype with the Prediction Pit, which involves an artificial intelligence-powered avatar modeled on comedian Rob Riggle. The avatar, called the Guac Guru, offers consumers live football predictions and commentary that evolves as real-world inputs shift.
Kraft Heinz’s Q3 revenue declined 2.29% year over year to $6.24 billion, according to an earnings call transcript. Over the course of 2025, the company increased promotional spending by approximately $300 million in the U.S., an executive said on the call.
