• by Fern Siegel , Yesterday

Pittsburgh is hosting the NFL Draft through April 26. And Heinz is noting that tradition by turning the 57 Draft into a brand promotion blanketing the city.

Wieden+Kennedy New York’s “Mr. 57” campaign introduces a Draft activation featuring NFL Hall of Famer Devin Hester and fan rewards linked to the 57^th pick. Heinz has had 57 on its bottles for 157 years, while Hester was a former 57^th Draft pick.

The citywide takeover spans more than 150 billboards from Pittsburgh International Airport spots near Acrisure Stadium, capped by a barge presence where Pittsburgh’s three rivers — the Ohio, Allegheny and Monongahela — meet. At Taste of Pittsburgh at Draft Experience, fans can step into the world of Heinz with sauce stations stocked with a variety of Heinz condiments, photo moments and exclusive merch — all building toward the crowning of the first Mr. 57.

The honoree receives a custom Mr. 57 jacket, a lifetime supply of Heinz Ketchup and the opportunity to partner with the company.

This is first activation of Kraft Heinz’s partnership with the NFL. When the 57th pick is on the clock, fans can unlock $25 off their Uber Eats order from select restaurants across the U.S. The pitch reminds football fans everywhere, when it comes to ketchup, “It Has To Be Heinz.”

Jamie Mack, associate director of brand communications for Heinz U.S. said: “With the Draft in our hometown this year, we knew it was the right moment to go bigger than ever. All week long, we’re painting the city red and showing up for fans in fresh, unforgettable ways — celebrating 57, the number that has defined our brand for more than a century.”