A Wren Says

Of all the collabs I have seen in fashion of late, I did not see this one coming. Heinz Ketchup has partnered with Kate Spade. You can now demonstrate your love for the condiment by not just putting it on everything but also wearing it. You might, like I did think, “What?” or “That’s ridiculous.”

Maybe it is. But also that’s kind of the point.

While Kate Spade, the brand, is not new to incorporating whimsy and playfulness into their collections, this is more about Heinz going in a new marketing direction.

This collaboration is part of Heinz’s larger “Irrational Love” campaign, which covers all the lengths that people go to demonstrate their love their favorite ketchup. It is a celebration of a strong consumer base that has tattooed themselves and put ketchup on everything. It is not just ridiculous, it is irrational, but it’s love.

And of course, Kate Spade is able to capitalize on the moment, live into their quirky brand image, and have a limited collection release. And those ketchup products will go great with their snack themed jewelry.

For more on the collaboration, you can read up from Heinz.