Kraft Heinz Brings Flavor to the Front Row
One of the world’s most iconic food brands is joining the most powerful marketing platform in culture: live music.
Kraft Heinz has launched a national partnership with Live Nation to bring fan-favorite products like HEINZ Ketchup, Mustard, and KRAFT Deluxe Mac & Cheese to 80 of the most influential concert venues across the U.S. Think burgers with HEINZ ketchup, hot dogs with relish, and rich, creamy Kraft deluxe mac & cheese—all served up alongside your favorite artists. It’s a strategic move to connect with audiences where passion runs high—and taste buds are wide open.
Where Culture and Cravings Meet
Live music is a prime venue for discovery. Nearly half of concertgoers identify as foodies, and two-thirds say they’re likelier to try new flavors at shows. These moments aren’t just about feeding fans—they’re about building emotional relevance through shared experiences.
For Kraft Heinz, it’s a chance to turn product into presence. It’s about meeting fans where they already are—and where they’re hungry.
Kicking Off At Lollapalooza
The rollout begins at scale, with HEINZ taking center stage as the presenting sponsor of Chow Town at Lollapalooza Chicago—the festival’s long-standing food destination. As 440,000 fans take over Grant Park, Kraft Heinz will be right there with them, woven into the magic of live.
From there, the brand will roll out across Live Nation’s venue network, with custom integrations that connect flavor to fandom in every region.
Because at the intersection of food, music, and memory—Kraft Heinz is officially on the setlist.
Live music has always been about the senses—and now, taste is officially on the setlist.
