Arts & Letters Creative Co.: ESPN adds spice to US football

ESPN Postseasoning. It’s actual seasoning – a mixture of herbs and spices. If that doesn’t make you smile, the last two years have taken too great a toll perhaps?  The idea, in advance of the Super Bowl next month, is far from the usual sports advertising, an undisputable imagination trigger and likely to start mealtime conversations – because it will be there in the middle of them. Well done, Arts & Letters Creative Co.

Postseasoning is a blend of salt, onion, gochugaru, garlic, paprika, black pepper, and cayenne to “elevate any dish to match the intensity of the postseason”. The label keeps the idea light-hearted with its note, “thankfully not responsible for tongues unequipped to handle the heat”.

The limited edition of 10,000 ESPN Postseasoning bottles are not 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 campaign includes custom Postseasoning boxes sent to select football superfans across the US as well as recipes and spice tips from celebrity BBQ chef and campaign partner, Rodney Scott, on the campaign’s website.


“Serving fans is what drives us, and ‘Postseasoning’ is an unexpected, but truthful way to tap into our mission,” stated Curtis Friends, senior director of sports marketing at ESPN. “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.”

“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,” added NJ Placentra, creative director, Arts & Letters Creative Co.



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

Agency: Arts & Letters Creative Co.
Founder & Executive Creative Director: Charles Hodges
Creative Directors: Molly Jamison & NJ Placentra
Creatives: Brendan Howard & Sam Christian
Director Of Production: Temma Shoaf
Executive Producer: Calleen Colburn
Producer: Zack Sabin
Managing Director: Rich Weinstein

Group Business Director: Brenda Schneider
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


Production Company: Arts & Letters Creative Co. XYZ
Green Executive Producer: Whitney
Director: Geoff Castillo
Senior Producer: Libbie Crane

Editing: Arts & Letters Creative Co. XYZ 
Editor: Ben Surber
Animator: Jason Quarles
Executive Producer: Whitney Green
Producer: Rob Rosko
Technical Director: Micah Berry

VFX & Finishing: Arts & Letters Creative Co. XYZ

Colourist & Conform Artist: Matt Doe

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




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