Heinz ditches red for black in vintage horror-themed Halloween campaign

Heinz is turning Halloween on its head with Mayo Halloween; a limited-edition black mayonnaise infused with black garlic. Departing from the brand’s usual association with ketchup “blood,” this year’s campaign reimagines Halloween through the eerie lens of vintage black-and-white horror cinema.

Developed by DAVID São Paulo, the campaign blends dark, cinematic visuals with a playful narrative twist. Drawing inspiration from classic horror films, the film builds suspense until a dramatic reveal — when the scene shifts from monochrome to color, but the “blood” remains black, unveiling Mayo Halloween as the star of the story.

A playful twist on Halloween traditions

Thiago Lopes, Chief Marketing Officer, Kraft Heinz Brazil: "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."

The product and campaign celebrate both creativity and curiosity, inviting consumers to explore an unconventional flavor while engaging with the brand’s seasonal storytelling.

Cinematic style meets culinary experimentation

Renato Simon, Creative Director, DAVID São Paulo: "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."

Heinz Mayo Halloween is available for a limited time at major retailers across Brazil. Following the success of similar Halloween editions in markets such as Australia and New Zealand, Heinz expects strong consumer response to this Brazilian debut.