Kraft Heinz Company and the NFL have joined forces in a groundbreaking five-year partnership that names the CPG giant as the league’s first global condiment partner. This collaboration includes iconic brands such as Heinz, Kraft, Velveeta, and Philadelphia, enhancing the game day experience for fans through watch parties and other away-from-home occasions.
The goal of this alliance is to drive retail opportunities and expand Kraft Heinz’s food service business during key football viewing moments like the Super Bowl and Thanksgiving. The partnership will encompass stadium activations, social and retail programs, and will commence with a citywide Draft Week activation in Pittsburgh, Pennsylvania, where Heinz originated. Kraft Heinz will have a targeted presence at popular restaurants in Pittsburgh and at the NFL Draft event as part of this kickoff.
Todd Kaplan, Chief Marketing Officer at Kraft Heinz North America, expressed excitement about the new partnership, emphasizing the company’s commitment to creating unforgettable gameday moments for fans worldwide. The collaboration with the NFL comes at a pivotal time for Kraft Heinz, as the company recently put plans to divide its business on hold and announced a significant investment in marketing, sales, and research and development.
Despite a decline in organic net sales, Kraft Heinz is optimistic about the future and aims to increase its marketing investments to drive growth. Partnering with the NFL allows the company to engage with consumers on a deeper level, leveraging football’s popularity to promote its products and connect with fans in meaningful ways.
The partnership with the NFL aligns with Kraft Heinz’s strategy to be more culturally relevant and engage with younger consumers through innovative marketing tactics. By tapping into the NFL’s massive fan base and influence, Kraft Heinz can integrate its products into game-day experiences and stay top of mind for consumers.
Overall, the collaboration between Kraft Heinz and the NFL opens up new opportunities for both parties to connect with fans and create engaging experiences around sports, food, and entertainment. This partnership not only strengthens Kraft Heinz’s position in the market but also enhances the gameday experience for football enthusiasts around the world.