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Kraft Heinz’s Real Mayo condiment brand has entered the clothing business through its new partnership deal with Juicy Couture, a Los Angeles headquartered casual wear and dress clothing brand.
Kraft Heinz’s products have recently been collaborating with fashion brands, so this new campaign with Juicy Couture is not very surprising anymore. This is actually the second tie-up between the food company’s condiments and a fashion brand.
In August this year, Kraft Heinz inked a deal with the ThredUP clothing resale platform to release a line of thrift outfits with ketchup stain designs. The collaborative design and project were part of the ketchup manufacturer’s strategy to attract the Gen Z population. This was also carried out for the millennial interest in sustainability.
At any rate, this new partnership of Kraft Heinz and Juicy Couture seems to be working as they have achieved the goal of getting the attention of the young generations with their collaborative products. There is now a growing interest among the younger customer bracket as they are starting to buy luxury items featuring popular brands that are not even related to fashion.
Kraft Heinz and Juicy Couture announced their new “Kraft Real Mayo Smooth Lovers Collection,” and customers can buy tracksuits and other clothing pieces under this new release. As per The New York Post, the tracksuit is made with plush woven fabric that resembles velvet thus, they are being described as “velvety” and “smooth.”
The velour tracksuit is available in deep blue color, and customers will see it is inspired by the Kraft Mayo label. The pants have the “Smooth” glimmering embellishment on the rear part instead of “Juicy” for the usual Juicy Couture branding.
The zip-up jacket has the “Long Live Velvety” terms emblazoned at the back using colored rhinestones. On the front, one side of the jacket has a line printed in white, and it reads “Mayo Couture” in the well-known Juicy font.
“KRAFT Real Mayo and Juicy Couture are both synonymous with being champions of those who revel in their individuality and are unafraid to stand up for what they love, making this partnership a match made in velvety heaven,” Kraft Heinz Company’s Kraft Real Mayo brand manager, Frances Sabatier, said in a press release. “The Smooth Lovers’ Collection is a celebration of what we love most about our fans, and we’re thrilled to offer them the first-ever mayo-infused couture to rotate in their wardrobe and express their individuality.”
