Heinz Sets NFL Draft Pick as ‘Mr. 57’ Branded Moment

Heinz is placing focus on one of the NFL Draft’s quieter moments.

At this year’s event in Pittsburgh, the brand is spotlighting the 57th overall pick. 

The ketchup brand is introducing "Mr. 57," a new annual recognition tied to the number that has defined it for more than a century.

Heinz focuses on a mid-round selection in this year's NFL Draft that typically receives less attention, turning it into a moment fans can anticipate.

The number dates back to the late 1800s, when founder Henry John Heinz used "57 varieties" as a marketing slogan to signal range and quality.

This was done even though the number isn't accurate and the company has already produced more items than that, according to CNN.

Over the years, the number became a defining part of Heinz's brand identity, appearing on packaging and advertising as a shorthand for heritage and consistency.

This new 57 activation marks the first major rollout from Heinz's partnership with the NFL.

It places the brand directly inside one of the league’s most widely watched events, making it more visible to a national audience.

A Mid-Round Pick Gets the Spotlight

The idea comes from a simple insight about how big events play out.

Most moments pass quickly without much attention, even though some can still be made memorable.

Heinz focuses on the 57th pick, bringing attention to a part of the NFL Draft that usually goes unnoticed, giving fans something to look forward to at the same time.

To ground this concept in real football history, the brand brings in Devin Hester, a former 57th pick.

His involvement adds credibility and continuity, linking the brand activation to the sport.

The second round of the NFL Draft starts tonight, and Mr. 57 will officially be named. 

He will receive a custom jacket, a lifetime supply of Heinz ketchup, and the opportunity to partner with the brand, giving the recognition symbolic and practical value.

The Activation Keeps Going

Heinz is also connecting the campaign to real-time consumer behavior.

When the 57th pick is announced, fans nationwide can unlock $25 off Uber Eats orders, turning it into something people can act on immediately.

This connects attention to immediate action, placing the brand directly into how people experience the event at home.

At the same time, Heinz is going big in Pittsburgh.

The campaign includes a citywide presence with more than 150 billboards, along with on-the-ground activations at the Taste of Pittsburgh.

Fans can interact with the brand through sampling, merchandise, and photo moments.

This keeps the activation visible across different ways fans engage with the event, anchoring the branded moment to something distinctive and repeatable.

This approach comes through clearly in how the campaign is structured:

• A recognizable brand element can stand on its own. Brands should use what they already have to create something people can identify instantly.
• Attention works best when it leads to immediate action. Marketers should connect engagement to real-time behaviors that people can act on.
• Consistency across channels reinforces recall. Teams should carry the same idea across broadcast, physical, and digital environments.

The strongest activations hold together when every touchpoint points back to the same core idea.

Our Take: Can a Number Become a Tradition?

We think that Heinz has already proven that it can. Plus, "Mr. 57" works because it is simple and easy to recognize.

Attaching the number to a live, annual, and high-profile event gives it a new and more modern role.

If the brand continues to show up consistently, the 57th pick could become something fans recognize and expect, and move beyond a one-off activation.

This kind of familiarity is what gives campaigns longevity, especially in environments where attention resets every year.

It also reflects a broader pattern for Heinz.

Earlier this year, it introduced its limited "KegChup" ahead of the Super Bowl, turning the condiment into a visible part of watch-party rituals.

Looking to create brand moments that cut through live events? Explore these top creative agencies in the our directory.