All the Brands Chiming in on Kendrick Lamar’s ‘Mustard’ Reference

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In their latest effort to capitalize on lightning-fast internet trends, many brands have taken to social media to scream about…mustard.

The condiment-related enthusiasm comes in response to Kendrick Lamar’s new album, GNX, which surprise dropped on Friday (Nov. 22). Named after his ties to the 1987 Buick vehicle model, the 12-song album sees the rapper grappling with his role in the music industry and its interpersonal trials and tribulations, while also loosely continuing a series of diss tracks aimed at fellow rapper Drake.

The album is produced by Grammy-winning producer, Mustard, who Lamar has worked with in the past. The pair collaborated on Lamar’s ubiquitous track “Not Like Us,” which debuted at No. 1 on the Billboard Hot 100 chart and earned the rapper multiple Grammy nominations at next year’s ceremony.

Halfway through the Mustard-produced GNX song “tv off,” Lamar humorously screams “MUSTARRRDDDDDD!” which the internet and brands have quickly meme-ified .

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Brands are particularly keen to tap into Lamar’s fanbase, as the artist prepares to headline the Super Bowl LIX halftime show in February.

While no mustard brands have chimed in yet, ADWEEK rounded up some examples of how some brands used social media to insert themselves into this cultural moment.

The Super Bowl 59 ad tracker shows ongoing updates of the latest 2025 Big Game commercials.

McDonald’s

!!!!!!!!!!!!!!!!!!!!! pic.twitter.com/VjNhdNkxTV

— McDonald’s (@McDonalds) November 22, 2024

Amazon Music

MUSTARRRRRRRRRRRRRRDDDDD

— Amazon Music (@amazonmusic) November 22, 2024

NFL

DreamWorks Animation

Minions

Las Vegas Raiders

Atlanta Falcons

Los Angeles Clippers

Crunchyroll

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