For decades, marketing around real-time sports & entertainment moments has followed a predictable formula: big sponsorships, big broadcasts, and big logos on the main stage. Kraft Heinz is rewriting the rules.
Kraft Heinz brands have departed from traditional sponsorships and redirected focus to cultural participation. Within the last year, Ore-Ida became the most engaging brand (with 0.04% of the spend) during March Madness 2025 with Heir Richie; Kraft Heinz became the Official Condiment of the NFL; and Oscar Mayer brought back the Wienie 500, a program that in its inaugural year boosted Oscar Mayer sales and achieved the brand’s best-performing Memorial Day weekend in four years. Now, JELL-O has engineered a proprietary device that is the first-ever to quantifiably measure fan intensity. Meet: the JELL-OMETER, the latest proof point in Kraft Heinz meeting sports fans where they are and engaging with them through its brands.
As the JELL-O gelatin business has faced challenges in recent years, JELL-O is focusing on innovation in line with consumer trends as it ramps up spend following the Kraft Heinz $600 million investment announcement. Capitalizing on the phenomenon that is a ‘fanquake,’ the JELL-OMETER is a first-of-its-kind piece of technology built by a 125-year-old legacy brand that transforms crowd noise, movement and excitement into real-time JELL-O Jiggles (Js), the new, official metric to measure the loudest and proudest sports fans.
