Ketchup in the beer keg: Heinz never ceases to amaze
The keg holds 114 ounces of ketchup and features a tap for easy, nonstop dipping - no squeezing or shaking required.
Heinz is making its way into game day culture with a new product that takes the condiment bottle off the table entirely. The Heinz KegChup is a full keg of ketchup – a 19.5-inch, 10-pound dispenser designed to keep fans supplied with enough ketchup until the final whistle.
The brand cites research showing that about 84% of fans cook their own meals while watching a game, so condiments are just as important as the snacks themselves. By “taking advantage” of the keg format, Heinz is tapping into the rituals of sports viewing, praising ketchup as something that should be shared freely, not rationed.
The launch continues the momentum that began a few months ago. In October, Heinz teased the ketchup keg idea on social media, garnering thousands of fan interactions and nearly a million views. The response helped turn the concept into a physical product, which the brand now describes as an extension of its “Irrational Love” positioning. The platform celebrates the excessive devotion to everyday favorites.
The campaign officially launched on January 27th, supported by Kraft Heinz’s in-house agency The Kitchen, with paid advertising running on Instagram and TikTok in the lead-up to the launch. The creative focuses on beer advertising tropes, replacing hops with tomatoes and turning ketchup pouring into an ironic ritual.
Access is limited, at least for now. A small number of fans will be able to win a Heinz KegChup via the brand’s Instagram account from January 27th to 29th. Those who miss out can sign up at HeinzKegChup.com, where the company is taking registrations ahead of a planned wider release later this year, scheduled for the 2026 football season.
Credits:
All images courtesy of Heinz.
