NFL is Kraft Heinz’s latest squeeze

Heinz Yellow Mustard label

Heinz Yellow Mustard has become the official Mustard sponsor of the NFL in the UK.

With American Football the fastest growing sport in the country, more than 1.5 million people will have attended NFL regular-season games in the UK by the end of this season. Heinz hopes the growing popularity of the NFL in Britain means the partnership will raise further awareness of the brand, and is aiming for the number one yellow mustard slot nationwide.

The activity is supported by a £400,000 social media spend, with the Heinz Yellow Mustard ‘Ultimate Playbook’ offering posts focusing around host food inspiration, NFL education, fun facts and statistics. In-store activity has also been planned.

A competition will be running throughout the NFL’s London Games season, with entrants having the opportunity to win merchandise, UK game tickets and the grand prize of a trip to Super Bowl LII in Minneapolis.

“The partnership between our mustard and the NFL in the UK is extremely exciting as it places Heinz Yellow Mustard as the go-to condiment at the NFL games, therefore driving further awareness of the brand and its fantastic taste credentials,” said Joel Hughes, Senior Brand Manager for Heinz Yellow Mustard.

“With many consumers planning to sit and enjoy the NFL on their televisions at home, and stats showing that during the 2016-17 season NFL television coverage in the UK attracted more than 23 million unique viewers, it creates the perfect opportunity for consumers to gain access to unique prizes and create game time snacks at home featuring Heinz Yellow Mustard.”

Heinz Yellow Mustard is available in 220ml packs of Mild or Honey flavours at an RSP of £1.69 (8 units per case). The Mild variant is also available in 400ml packs (RSP £2.29, 10 units per case).