Kraft Heinz's $600 million comeback plan hinges on marketing stunts that people will actually share Former NFL wide receiver Devin Hester sports the "Mr. 57" jacket, designed for the 57th pick of the 2026 draft. Kraft Heinz A version of this post appears in the CMO Insider newsletter. You can sign up for Business Insider's weekly marketing newsletter here . Kraft Heinz is rewriting its sports sponsorship playbook. The food giant is deprioritizing the "logo slap" and leaning into quirky stunts, Todd Kaplan, Kraft Heinz North America's CMO, exclusively tells CMO Insider. As the NFL Draft got underway in Heinz's hometown of Pittsburgh this month, the ketchup brand floated a barge with a giant billboard down the city's three rivers, counting down to each pick. The 57th selection — Logan Jones by the Chicago Bears — was gifted a ketchup-colored jacket and a lifetime supply of the condiment. Heinz hopes "Mr. 57" will become a new Draft tradition, a nod to its "57 varieties" slogan.…