HEINZ turns 57th NFL Draft pick into campaign

HEINZ has introduced a campaign that transforms the 57th pick of the NFL Draft into a branded moment, launching a tradition titled Mr. 57.

The initiative links the brand’s long-standing association with the number 57 to one of the most watched events in American football, using the draft selection as a focal point for fan engagement.

Heritage number drives creative concept

The campaign draws on the “57” featured on HEINZ bottles for more than a century, positioning it as a cultural marker within the draft. The selected player at the 57th position will be named Mr. 57 and receive a custom jacket, a lifetime supply of ketchup and a commercial partnership with the brand.

Devin Hester, a former 57th draft pick, will introduce the first recipient as part of the activation.

Devin Hester, former NFL player: "As a former 57th pick, I know firsthand how much that number can mean. HEINZ has turned ‘57’ into an icon through its own legacy, and it’s powerful to see that same number elevated on one of the biggest nights in football. Hearing your name called on Draft day is a moment you carry for life, so it’s an honor to welcome the first ‘Mr. 57’ into the club and help launch a new tradition that recognizes the legendary players who make their mark on the game."

Partnership activation targets fans nationwide

The campaign marks the first activation of the partnership between Kraft Heinz and the NFL. As the 57th pick is announced, fans across the US will be able to access a $25 discount on orders via Uber Eats at participating restaurants.

The promotion connects the draft moment with at-home viewing, positioning HEINZ products within typical game-day meals.

Pittsburgh hosts large-scale brand presence

In Pittsburgh, the brand’s hometown, HEINZ is rolling out a citywide activation spanning more than 150 billboards, alongside installations from the airport to areas surrounding Acrisure Stadium. The activity also includes a branded barge on the river and an experiential presence at Taste of Pittsburgh during the Draft Experience.

Jamie Mack, Associate Director of Brand Communications at HEINZ U.S.: "This year marks 157 years where HEINZ has been food’s best friend and fans’ go-to for game-day favorites—bringing iconic flavor to everything from burgers and fries to stadium snacks. With the Draft in our hometown this year, we knew it was the right moment to go bigger than ever. All week long, we’re painting the city red and showing up for fans in fresh, unforgettable ways—celebrating ‘57,’ the number that has defined our brand for more than a century."

Campaign builds new draft tradition

The activation positions the 57th pick as a recurring branded moment within the draft, combining heritage storytelling with live event marketing and fan incentives.

www.kraftheinzcompany.com

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