ESPN spices up football postseason with postseason spice blend

'Celebrate every touchdown with a mouth touchdown' with product idea from Arts & Letters

Published On
Jan 07, 2022

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.”

Postseasoning label

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.



Jan 07, 2022
Client :
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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