Heinz introduces KegChup, a 114-ounce ketchup keg, aiming to become a Super Bowl staple and drive fan engagement without an $8 million ad buy.
Heinz is trying to make ketchup as essential to Super Bowl Sunday as beer with the launch of KegChup—a 19.5-inch keg that dispenses 114 ounces of the iconic condiment.
The playful product taps into NielsenIQ data showing that 84 percent of consumers prepare their own game-day snacks and that the Super Bowl ranks as the second-largest food holiday of the year. The idea, Heinz says, is simple: ensure fans never run out of ketchup and risk derailing their watch parties.
KegChup was conceived and produced by The Kitchen, Kraft Heinz’s in-house creative agency, with public relations support from the Zeno Group. Fans eager to get their hands on one can enter a social media sweepstakes running through Jan. 29. For those looking ahead, Heinz is also inviting consumers to join a waitlist on a dedicated website for priority ordering access before the start of the 2026 football season.
The dual approach serves more than novelty. The contest is designed to spark online buzz, while the waitlist allows Heinz to collect valuable first-party consumer data.
The strategy reflects a broader trend among brands seeking to capitalize on Super Bowl excitement without shelling out the roughly $8 million required for a national ad spot. Giveaways, limited-edition products, and interactive promotions have become increasingly popular alternatives.
Avocados From Mexico, for example, is leaning into sports betting culture with the Prediction Pit, an AI-powered avatar modeled on comedian Rob Riggle. Dubbed the “Guac Guru,” the digital character delivers real-time football predictions and commentary that adapt to live game developments.
Also Read: CES 2026: The Year “Physical AI” Claimed the Real World
For Kraft Heinz, the stunt arrives at a moment when the company is working to reinvigorate growth. Third-quarter revenue fell 2.29 percent year over year to $6.24 billion, according to recent earnings disclosures. In response, the company boosted U.S. promotional spending by roughly $300 million in 2025 in an effort to drive sales and brand momentum.
Whether KegChup becomes a must-have game-day accessory remains to be seen. But for Heinz, it’s another creative play to keep its signature condiment at the center of America’s biggest sporting event.
