Heinz brings the keg party to ketchup lovers with ‘KegChup’ launch
By James Herring on Tuesday, January 27, 2026
Heinz is giving game day condiments a supersized twist, tapping into fans’ ‘Irrational Love’ with the launch of the first-ever ketchup keg.
Created by Kraft Heinz’s in-house social agency, The Kitchen, the limited-edition ‘HEINZ KegChup’ is a 114-ounce stainless steel keg designed to keep the unmistakably rich sauce flowing throughout the Big Game.
Inspired by fan fervour, the brand first teased the concept in October, earning nearly a million views and plenty of ketchup-fuelled enthusiasm.
Now, Heinz is making it real – with a select number of fans able to win a KegChup via Instagram. A wider release is promised ahead of the 2026 football season.
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Jamie Mack, associate director of brand communications for Heinz US, said, “We’re kicking it up a notch with the HEINZ KegChup – the ultimate game-day companion that gives people the freedom to pour responsibly.”
From spoofing beer ads to taking over tailgate tables, the campaign keeps Heinz top of mind – and top of bun – for fans who take their ketchup as seriously as their football.
