Kraft Heinz’s frozen food meal range Devour has partnered up with UFC, a premier mixed martial arts organization for a multi-year marketing collaboration. Devour is the second Kraft Heinz brand to do so, joining Oscar Mayer P3, which sells portable protein packs and was named the “Official Protein Snack” of UFC in 2018.
As part of the renewed partnership, Devour and Oscar Mayer P3 will be integrated into select UFC live events, highlighted by a branded presence inside the Octagon – a staple event of combat sports – as well as custom integrations throughout UFC’s telecasts, in-venue activations, unique social media campaigns, custom content pieces and more.
What’s more, both Devour and Oscar Mayer P3 will launch dedicated UFC products at select participating locations in 2019.
“With the introduction of Devour as an official partner in 2019, we look forward the continued growth of our relationship with the Kraft Heinz family that will enhance our brands and reach consumers in authentic ways,” explained Paul Ascencio, UFC senior vice president, global partnership.
In related news, earlier this year Devour aired a controversial 60-second ad during the Super Bowl, which put frozen food into the spotlight.