As the NFL Draft spotlight lands on Pittsburgh, HEINZ is making a play of its own by transforming the 57th pick into a branded moment, introducing “Mr. 57.”
The initiative leans into one of the most recognizable numbers in marketing history, with HEINZ turning its iconic “57” into a new Draft Day tradition. The player selected at No. 57 will be crowned the inaugural “Mr. 57,” receiving a custom jacket, a lifetime supply of ketchup, and a partnership opportunity with the brand.
To launch the campaign, HEINZ tapped Chicago football legend Devin Hester, himself a former 57th overall pick, to welcome the first honoree and help cement the moment as part of Draft culture.
The activation also extends beyond the stage through a national fan component. When the 57th pick is announced, viewers can unlock $25 off Uber Eats orders from select restaurants, tying the moment directly to game-day consumption and reinforcing HEINZ’s role at the table.
The campaign marks the first major move under Kraft Heinz’s new partnership with the NFL and arrives at a culturally relevant moment, with the Draft taking place in the brand’s hometown of Pittsburgh.
“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,” said Jamie Mack, Associate Director of Brand Communications for HEINZ U.S. “With the Draft in our hometown this year, we knew it was the right moment to go bigger than ever.”
For HEINZ, “Mr. 57” is more than a stunt. It’s a clean piece of brand storytelling that turns a routine draft slot into a repeatable cultural beat—one that could stick as long as the number on the bottle.
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