This season, Heinz Yellow Mustard has become the official Mustard sponsor of the NFL in the UK.
The NFL is set to play four games in the UK for the first time this season, including two at Wembley and Twickenham.
With a marketing investment of over £400,000, the activity is being supported by above the line social activity. The campaign is brought to life with the Heinz Yellow Mustard ‘Ultimate Playbook’, with social posts focusing around host food inspiration, NFL education and fun facts and stats.
Joel Hughes, senior brand manager, Heinz Yellow Mustard, said: “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.
“Heinz Yellow Mustard is the number one yellow mustard on key metrics of ‘great quality’ and ‘worth paying for more’, and has the fantastic association of being the perfect condiment to a hot dog which is staple of NFL game days.
“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.”