After thinking about it, I think Heinz is just trying to promote demand for its mayo, which might be relatively new in the marketplace.
Only recently (I think), Heinz came out with its own yellow mustard to compete with French's.
Now perhaps it needs to compete against all the popular brands of mayo (Hellmanns/Best Foods/Dukes).
It already has a big share of the ketchup market.
And for sure, you can already make or buy Thousand Island or Russian dressing very easily.