The NFL represented a great way for Heinz Yellow Mustard to tap into Americana. But with ambitious sales targets, we needed to find ways to make the partnership relevant to Asda shoppers unfamiliar with the sport.
We knew that we needed to increase usage occasions to hit targets, while also capitalising on the NFL’s currency. We devised the ‘Ultimate Playbook’ – a UGC campaign, competition and gallery of inspiration all rolled into one.
We developed a full communications toolkit to capitalise on the NFL currency, creating and managing all creative content across digital, in-store, NFL-owned channels, food trucks, brochures and events.
Results: 100% over-delivery on target impressions; 6.6k recipes or servings shared; 600% increase in social mentions; NFL partnership renewed for 2018.