The 57th pick will get a custom jacket, lifetime ketchup and brand deal, as HEINZ launches a new draft tradition tied to its “57” branding.
PITTSBURGH — One spot in this year’s NFL Draft is set to get a little more hype than usual.
HEINZ just announced it is launching a new draft-day tradition centered around the 57th overall pick, dubbing the selected player “Mr. 57” in honor of the brand’s iconic number.
This year’s pick is Logan Jones, who will join the Chicago Bears. Jones is from the University of Iowa.
The campaign coincides with this year’s NFL Draft being held in Pittsburgh, HEINZ’s hometown, where the company is leaning into its long-standing “57 varieties” branding.
The player chosen with the 57th pick will receive a custom “Mr. 57” jacket, a lifetime supply of HEINZ ketchup and the opportunity to partner with the brand.
To kick off the tradition, HEINZ is teaming up with Devin Hester, a former 57th overall pick, to welcome the first honoree.
“As a former 57th pick, I know firsthand how much that number can mean,” Hester said in a statement. “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.”
The promotion also extends beyond the draft stage. Once the 57th pick gets announced, fans nationwide can unlock a $25 discount on Uber Eats orders from select restaurants.
In Pittsburgh, HEINZ is also rolling out a citywide campaign with more than 150 billboards, pop-up experiences and activations near Acrisure Stadium, where the draft is taking place. The brand will also have a presence at draft festivities, including food stations, merchandise and fan photo opportunities.