Heinz puts a ketchup smile on his face in honor of the release of Joker 2.

The Heinz Smiles campaign by GUT New York taps into the chaotic joy of Heinz lovers and shows fans making clown mouths out of ketchup. The campaign, with the tagline “It Ha-Ha-Ha-Has to Be Heinz,” is part of the global It Has to Be Heinz platform.

“Like many of our favorite anti-heroes, Heinz Ketchup fans make no apologies for being a little messy,” GUT shared the campaign.