The Backpack: Issue #78

• Trend Alert:  Condiments just got a glow-up
  
• What's new in commonsku: The skummunity's finest!
  
• Can’t Miss Content: Coke Crocs, Metallica boots, Bad Bunny goes NFL
  
  
  

Hellmann's: How Mayo Becomes a Lifestyle Brand

Who knew mayonnaise could have a high season? Hellmann's is rewriting the marketing playbook by partnering with the NBA to capture a massive Gen Z audience through a sports-to-sales strategy that's all about "Desire at Scale." The collab has led to an eight-fold increase in sales volume for their flavored squeeze bottles, but the real win is the cultural relevance they've built within the basketball community. By showing up at headline-grabbing events in Brazil and creating "Boteco Hellmann's" immersive experiences, they've turned a pantry staple into a fan-favorite lifestyle brand. But check this - they even took their brand into the fashion world with House of Hellmann's, a limited-edition denim collection designed by Zero Waste Daniel. Featuring "rich and creamy" hues inspired by their iconic mayo. NFL star Kayvon Thibodeaux rocked a custom House of Hellmann's look during his pre-game tunnel walk, proving that when you understand your audience's passions—whether it's basketball, spicy dips, or bold fashion—you can create bold brand synergy. This is "Desire at Scale" in action: turning cultural connection into commercial growth, one squeeze bottle and cream-cut jacket at a time.

The Year of Newstalgia Merch

Chick-fil-A is kicking off 2026 by leaning into "Newstalgia," a trend that blends vintage brand love with modern design sensibilities to keep fans hooked. They’ve launched a massive Golden Fan Cup sweepstakes alongside a year-long roadmap of merchandise that includes everything from retro-themed apparel to must-have accessories. By focusing on "flavor, fun, and innovation," the brand is moving beyond just being a fast-food stop and becoming a lifestyle choice for its most loyal followers. The merch strategy is clearly designed to turn "Golden Fan" status into a wearable badge of honor, proving that even the most established brands can find fresh ways to celebrate their history without feeling stuck in the past. It’s bright, it’s bold, and it’s coming to a shop near you soon.

Heinz: The Real Super Bowl Kegger

Heinz is leaning into Super Bowl snack culture with a move that’s equal parts hilarious and genius: the novelty Ketchup Keg. This isn't just a big bottle; it’s a full-on party activation designed to be the centerpiece of every game-day spread. By tapping into the absurdity of superfan culture, Heinz is ensuring their brand is the most talked-about guest at the party. It follows their recent redesign of the fry box—the first in 75 years—proving that the brand is committed to shaking up the condiment status quo. This kind of bold, conversation-starting merch is exactly what wins in a "look at this" social media landscape. It’s cheeky, it’s functional (if you eat a lot of fries and, spoiler: we do), and it’s undeniably Heinz.

skummunity Awards 2026: Meet the Winners

The 2026 skummunity Awards are in. Every year we spotlight the people who make this industry better—not just with big wins, but by showing up for the community. This year's honorees didn't chase trends, they set them. They shared openly, built creatively, and reminded us why we love this work. Meet the winners!