Heinz Targets Swifties With Special Sauce

Fans might have a better chance of seeing Taylor Swift as a spectator at New York’s MetLife stadium this weekend—when the Chiefs play the Jets—than they did when she performed at the venue a few months back.

Since Taylor was spotted in Kansas City rooting for tight end Travis Kelce, no brand moved faster than Heinz. Following a picture tweeted of Swift at Arrowhead Stadium “eating a piece of chicken with ketchup and seemingly ranch,” the brand leapt into action and changed the name of its already existing bottles of Kranch (ketchup + ranch) to Ketchup and Seemingly Ranch.

One hundred bottles of Ketchup and Seemingly Ranch will be created—because Taylor’s 13 (that’s her lucky number) and Travis’ 87 (his jersey number) equals 100. And Heinz is the supplier of ketchup and ranch at Arrowhead Stadium. Everything is aligned!

Heinz tells Muse that Rethink “brought the idea to life in less than 24 hours and we were immediately on board to jump in on the conversation!”

“We know Heinz fans have an irrational love for the brand, and Swifties will do anything for their Pop queen, so it only made sense to blend the two together,” says a brand rep. “Swifties and Traylor fans can follow @Heinz on Instagram to find out more on how they can get their hands on this special-edition sauce.”