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Heinz kicks off NFL deal by inducting 57th draft pick into new club
Heinz is leveraging its new status as the NFL’s global condiment partner with a significant campaign centered around the 57th draft pick, paying homage to the “57” on its ketchup bottles. The campaign includes out-of-home advertising in Pittsburgh, a partnership with NFL legend Devin Hester, and an Uber Eats tie-up. This initiative marks the brand’s efforts to create a new draft tradition, building on their five-year agreement with the NFL.