Do New York Jets fans chanting “J-E-T-S—Jets! Jets! Jets!" beat out Minnesota Vikings fans’ “Skol” chant?
The most enthusiastic sports fandom is a historical mystery, and rankings of the matter are typically very subjective. However, Kraft Heinz’s Jell-O brand has crafted a solution: The Jell-OMeter.
Unveiled this morning with a 75-second spot, the glob of Jell-O “captures the atmospheric and seismic sound pressure of fans at live sporting events,” according to the Jell-OMeter ad.
Reacting to real-time crowd “fanquake” vibrations, the Jell-OMeter converts its iconic jiggle into a Jiggle Score to rate sports fans’ enthusiasm.
Jell-O plans to post 1-10 Jell-OMeter rankings, which range from a gentle microwave hum to “earthquake-level chaos,” of live sports events to its social media following the tool’s launch. Sports fans can request their stadiums be measured with the Jell-OMeter by commenting on Jell-O’s Instagram and TikTok channels, according to a brand statement.
The tool is Kraft Heinz’s freshest attempt to mesh its legacy brands with sports fans’ cultural participation, according to a brand statement. GUT Miami worked with Kraft Heinz on the campaign.
The Kraft Mac and Cheese and Heinz Ketchup owner is pivoting away from “predictable” sponsorships, broadcasts and logos on the main stage, the company explained. On March 18, Kraft Heinz became the official condiment of the NFL.
Additionally, Kraft Heinz’s Oscar Mayer had its best-performing Memorial Day weekend in four years after reviving its Wienie 500 race of Wienermobiles last May. Frozen potato foods brand Ore-Ida became Kraft Heinz’s most engaging brand during March Madness 2025 with its Heir Richie campaign starring BYU Cougars’ Richie Saunders.
This story first appeared on PRWeek U.S.