hotsheetHeinz Kicks Off NFL Deal by Inducting 57th Draft Pick into New Club
Heinz is kicking off its NFL partnership by turning the 57th draft pick into a branded moment with the launch of the “Mr. 57” club. The selected player receives a custom jacket, a lifetime supply of ketchup and potential brand opportunities, with Devin Hester helping induct the first honoree. Backed by a Pittsburgh-wide takeover, OOH and fan activations, the campaign ties directly to Heinz’s iconic “57” heritage. It’s a clever way to transform a mid-round pick into a headline-grabbing cultural moment.
Marketing Dive 4/22/26