Mayo Halloween

If Halloween has long been an invitation to use ketchup as “blood,” this year, Heinz is doing things differently. To launch Mayo Halloween (a jet-black mayonnaise made with black garlic) the brand dives into the world of vintage black-and-white horror and reimagines red blood as the inky black of its new product.

“We want our limited editions to connect with meaningful cultural moments for our consumers, almost to extend the experience of those special dates through our products. As Halloween becomes increasingly significant in Brazil, it felt like the perfect occasion to introduce a flavor that’s still uncommon here, black garlic, in a context that’s playful for people and unexpected for Heinz,” said Thiago Lopes, CMO, Kraft Heinz Brazil.

Created by DAVID São Paulo, the campaign adopts a dark, cinematic aesthetic and draws visual references from classic horror films, crafting an intense and immersive narrative that immerses viewers in Halloween’s atmosphere.

“We used the visual language of those films to shape the story up to the plot twist: ‘Think it’s ketchup?’ At that moment, the film shifts to color, but the blood stays black. That’s the reveal: this time, the star is Mayo Halloween,” said Renato Simon, Creative Director at DAVID São Paulo.

Heinz Mayo Halloween is now available at major retailers across Brazil while supplies last, inviting consumers to try, and share, the experience of a surprising, one-of-a-kind product. Halloween editions from Heinz in other markets, such as Australia and New Zealand, have sold out quickly; expectations are that the Brazilian launch will follow suit.