Mustard (the producer) is finally joining forces with mustard (the condiment) for a collaboration.
In a commercial that first aired during the Grammys on Sunday (February 2), Heinz announced that they are teaming up with the beatmaker for a limited edition collab they’re calling “Mustard x Mustard.”
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“Our favorite artist has been in the lab, mixing up a brand new #Mustaaaaaard flavor,” a website for the venture says. “Catch the exclusive drop soon.”
Check out the ad below, soundtracked by Etta James’ “At Last” and, of course, Kendrick Lamar‘s “TV Off,” famous for Lamar’s “Mustaaaaaard!” cry.
“This collab coming to life is a big deal and something that has been decades in the making for me,” Mustard said in a statement.
“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.”
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“Much like HEINZ, Mustard is someone who goes all in when he creates something to put out into the world,” says Todd Kaplan, North American Chief Marketing Officer for Kraft Heinz. “He has been a fan of the brand for years, so it was only a matter of time before Mustard met his perfect match with HEINZ.
“It’s been great to collaborate with him on so many levels, as this partnership will manifest in an amazing new sauce remix that we know our collective fans will love. He has brought the same energy and commitment he pours into all of his music to this partnership, and we can’t wait for all the surprises in store for the year ahead!”
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Back in November, Mustard shared his response to his name becoming a meme thanks to “TV Off.”
About two minutes into Kendrick Lamar’s “TV Off,” a fan favorite from GNX, the rapper yells Mustard’s name — creating a moment that instantly went viral. It was referenced and parodied by comedians, fans, stars and even The Minions — sometimes to the producer’s face.
Mustard saw it all, and in an interview with Billboard published on November 22, he revealed how he felt about it.
“That shit was elite,” he told the outlet. “So fire. Like, is that a new tag?
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“I can’t wait to perform that song and just hear people just saying that, ’cause everybody’s going to say that like crazy.”
