Heinz showed up during the Lamar’s set by way of Mustard.

The producer, who is behind Lamar’s hit diss track “Not Like Us” and GNX song “tv off,” teased his collaboration with the condiment brand with a spot called “Mustard x Mustard.”

The teaser ad, which ran during the Grammys on Feb 2., appeared to be a simple Heinz ketchup ad before the viral “MUSTAAAAAARRRD!” soundbite blasted from the speakers. The screen quickly morphed into a teaser for the partnership and Mustard’s limited-edition flavor slated for release this summer.

While Heinz didn’t run an individual spot during the Big Game, Mustard’s appearance during Lamar’s performance was a marketing move in itself. The brand capitalized on the move on social, posting about the condiment on X throughout Kendrick’s performance.

The brand’s Wiener Dogs and Kool-Aid brands were also featured in Instacart’s ad.

4. pgLang

The creative direction for Lamar’s halftime performance was led by his creative firm pgLang. The rapper co-founded the agency in 2020 with his manager and longtime friend Dave Free.

During his performance, Lamar sported a custom, blue Martine Rose leather jacket with “pgLang” embroidered across the back. SZA also wore a red leather jacket with the firm’s name stitched on the front.