Heinz Mustard collab drives 138% engagement lift

What Monks did

Monks capitalized on Kendrick Lamar's viral 'MUSTAAAAAARD' catchphrase by creating a first-of-its-kind collaboration between Heinz Mustard and music producer Mustard (Dijon McFarlane), launching during the Grammy Awards and Super Bowl with real-time engagement. The campaign achieved 1.1 billion earned media impressions, 324 earned media placements, and 3 million social engagements with 138% higher engagement than social benchmarks.