ESPN Spices Up Football Playoffs With Zesty 'Postseasoning'

Forget about sweet victory. The gridiron gourmands at ESPN are serving up football’s postseason extra hot instead.

The cable network plans to give away 10,000 bottles of its zesty “Postseasoning” spice blend to fans at playoff games. We’re talking salt, onions, garlic, paprika, cayenne pepper and chili powder, people!

It goes great on brisket or mac ‘n cheese, we’re told. As for breakfast cereal, well, it’s all a matter of taste:

“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,” says Curtis Friends, ESPN senior sports marketing director.

“Every now and then, an idea comes along that everyone immediately agrees needs to exist in the world. Today, that idea is an ESPN spice bottle,” adds N.J. Placentra, creative director at Arts & Letters Creative Co., which devised the campaign. (For a deep dive into the client-agency relationship, check out our Q&A.)

For some reason, the ESPN hype site quotes the ancient Roman playwright Plautus, who wrote: “Spice a dish with love and it pleases every palate.” But press materials contain the best line: “Postseasoning is not recommended for fans of teams under .500.” (Jags diehards, take note.)

The initiative includes a partnership with celebrity barbecue chef Rodney Scott, who contributes tailgate party recipes for ribs, deviled eggs, pimento cheese and potato salad, all enhanced by dashes of Postseasoning.

Ahead of the NCAA national championship game on Monday in Indianapolis, folks can visit ESPN’s Playoff Fan Central at the Indiana Convention Center and pick up samples of the product.

CREDITS

CLIENT: ESPN
Laura Gentile – EVP, Commercial Marketing, Networks and ESPN
Emeka Ofodile – Vice President of Sports Marketing
Curtis Friends – Senior Director, Sports Marketing
Margaret Davis – Associate Director, Sports Marketing
Alexa Dettelbach – Manager, Sports Marketing
Lauren Gorajek – Manager, Sports Marketing
Willi Anderson – Associate Manager, Sports Marketing
Leah Jones – Coordinator, Sports Marketing
Nidhi Bhagat – Coordinator, Sports Marketing

AGENCY: ARTS & LETTERS CREATIVE CO.
Charles Hodges – Founder, Executive Creative Director
Molly Jamison – Creative Director
NJ Placentra – Creative Director
Brendan Howard – Creative
Sam Christian – Creative
Temma Shoaf – Director of Production
Calleen Colburn – Executive Producer
Zack Sabin – Producer
Rich Weinstein – Managing Director
Brenda Schneider – Group Business Director
Hill Shore – Business Director
Martin Madriaga – Business Manager
Andy Grayson – Director of Strategy
Alex Morrison – Strategy Director
Nana Dadzie – Strategist
Lenora Cushing – Director of Business Affairs
Jennifer Kmetzsch – Business Affairs Assistant
Cam DiNunzio – Music Supervisor

PRODUCTION COMPANY: ARTS & LETTERS CREATIVE CO. XYZ
Whitney Green – Executive Producer
Geoff Castillo – Director  
Libbie Crane – Senior Producer  

EDITORIAL: ARTS & LETTERS CREATIVE CO. XYZ
Ben Surber – Editor
Jason Quarles – Animator
Whitney Green – Executive Producer
Rob Rosko – Producer
Micah Berry – Technical Director    

VFX / FINISHING: ARTS & LETTERS CREATIVE CO. XYZ
Matt Doe – Colorist / Conform Artist

Audio Overcoast Music
Matt Whitworth – Audio Engineer
JL Hodges – Executive Producer