HEINZ has launched a creative promotion for the 2026 NFL Draft, offering free ketchup for life to the player selected as 'Mr. 57.' This initiative pays tribute to NFL legend Devin Hester, who was famously picked 57th overall in the 2006 draft. The selected player will not only receive a lifetime supply of ketchup but also a custom red jacket inspired by the brand. This promotion aims to leverage the massive audience of the NFL Draft, which is taking place in Pittsburgh, Pennsylvania, the former home of HEINZ Field. The Chicago Bears currently hold the 57th pick, but trades are common on draft night, leaving the identity of 'Mr. 57' uncertain until the event concludes. This innovative partnership between HEINZ and Hester highlights the intersection of sports and branding, providing significant visibility for both the brand and the college football prospect.