After about a year of laying the groundwork for its presence in cryptocurrency-adjacent technology, Kraft Heinz is the latest big brand to unveil a strategy around what proponents bill as the next iteration of the internet, Web3.
The food conglomerate is kicking off what it says will be a long-term plan for the space with a set of non-fungible tokens (NFTs) in the image of an Oscar Mayer Wiener Whistle that will be distributed at “meat-ups” online and in-person at Miami’s Art Basel event this week, which will also feature appearances by the Wienermobile.
The company hopes the activation will be the first of several to roll out in the coming months as it flexes the infrastructure and partnerships built with Web3 vendors over the last year.

