ESPN spices up football postseason with postseason spice blend
'Celebrate every touchdown with a mouth touchdown' with product idea from Arts & Letters
Editor's Pick
ESPN may be a leading voice in the sports world, but it’s certainly an unexpected presence in the culinary arts. Now, you can sprinkle a little football spice on your favorite game grub with ESPN’s “Postseasoning.”
In celebration of the NFL postseason and in anticipation of the Super Bowl, ESPN announced a custom spice blend to top off tailgate favorites. The official game-day spice features salt, onion, gochugaru, garlic, paprika, black pepper, and cayenne to add extra fire to playoff festivities. The “Postseasoning” label clearly disclaims, “thankfully not responsible for tongues unequipped to handle the heat.”
A video ad for “Postseasoning” states that the spice “elevates any dish to match the intensity of the postseason.” The spot suggests it as a topper for brisket, mac and cheese and, questionably, cereal. It even shows “Postseasoning” as an alternative filling for a zen garden. “Celebrate every touchdown,” advises the ad, “with a mouth touchdown.”
“Serving fans is what drives us, and ‘Postseasoning’ is an unexpected, but truthful way to tap into our mission,” said Curtis Friends, senior director of sports marketing at ESPN, in a statement. “The football postseason is when everything is elevated, so it made sense for ESPN to help people elevate their fandom in one of its most powerful expressions: food.”
ESPN’s limited line of 10,000 “Postseasoning” bottles won’t be for sale, but will be distributed at postseason games throughout the rest of the football calendar year, including the College Football Playoff National Championship in Indianapolis.
The “Postseasoning” campaign, created with agency Arts & Letters Creative Co., will also feature custom “Postseasoning” boxes sent to select football superfans across the country as well as recipes and spice tips from award-winning pitmaster Rodney Scott on the campaign’s website.
Credits
- Date
- Jan 07, 2022
- Client :
- ESPN
- Agency :
- Arts & Letters Creative Co
- EVP Commercial Marketing Networks and ESPN :
- Laura Gentile
- Vice President of Sports Marketing :
- Emeka Ofodile
- Senior Director Sports Marketing :
- Curtis Friends
- Associate Director Sports Marketing :
- Margaret Davis
- Manager Sports Marketing :
- Alexa Dettelbach
- Manager Sports Marketing :
- Lauren Gorajek
- Associate Manager Sports Marketing :
- Willi Anderson
- Coordinator Sports Marketing :
- Leah Jones
- Coordinator Sports Marketing :
- Nidhi Bhagat
- Agency :
- Arts & Letters Creative Co
- Founder Executive Creative Director :
- Charles Hodges
- Creative Director :
- Molly Jamison
- Creative Director :
- NJ Placentra
- Creative :
- Brendan Howard
- Creative :
- Sam Christian
- Director of Production :
- Temma Shoaf
- Executive Producer :
- Calleen Colburn
- Producer :
- Zack Sabin
- Managing Director :
- Rich Weinstein
- Group Business Director :
- Brenda Schneide
- Business Director :
- Hill Shore
- Business Manager :
- Martin Madriaga
- Director of Strategy :
- Andy Grayson
- Strategy Director :
- Alex Morrison
- Strategist :
- Nana Dadzie
- Director of Business Affairs :
- Lenora Cushing
- Business Affairs Assistant :
- Jennifer Kmetzsch
- Music Supervisor :
- Cam DiNunzio
- Group Manager :
- Tom Anesta
- Production Company :
- Arts & Letters Creative Co
- Executive Producer :
- Whitney Green
- Director :
- Geoff Castillo
- Senior Producer :
- Libbie Crane
- Editorial :
- Arts & Letters Creative Co
- Editor :
- Ben Surber
- Animator :
- Jason Quarles
- Executive Producer :
- Whitney Green
- Producer :
- Rob Rosko
- Technical Director :
- Micah Berry
- VFX / Finishing :
- Arts & Letters Creative Co
- Colorist / Conform Artist :
- Matt Doe
- Music :
- Audio Overcoast Music
- Audio Engineer :
- Matt Whitworth
- Executive Producer :
- JL Hodges
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