TRUFF, the premium hot sauce brand celebrated for its unique truffle-infused flavor and heat, is partnering with two standout Ohio State University football athletes to launch a nationwide Name, Image, and Likeness (NIL) campaign throughout the 2025 college football season. The campaign features James Peoples, a star running back, and Luke Montgomery, an offensive lineman, highlighting how TRUFF’s bold flavors energize their daily routines and elevate their most important meal of the day—breakfast.
The campaign brings fans behind the scenes with social content and video storytelling that captures how TRUFF fuels these athletes, spicing up everything from training meals to tailgate fare. TRUFF CEO Esi Seng emphasized the perfect alignment between the brand and the athletes, saying, “TRUFF stands for unrivaled flavor that is bold and dynamic, and these athletes embody that same spirit. Whether it’s leveling up breakfast with TRUFF or showing up at the tailgate with the best flavor, this campaign is about bold routines, big personalities, and flavor that can’t be beat.”
Both athletes endorse TRUFF as a key part of their nutrition regimen. Offensive lineman Luke Montgomery shared, “Breakfast is the most important meal of the day, especially when I’m in season. TRUFF brings flavor and that perfect level of heat to make my breakfast something I look forward to every morning.” Running back James Peoples added, “This level of college football is non-stop. Whether I’m eating in the facility, on the go, or cooking at home, TRUFF is the best way to add flavor to every meal.”
The campaign, developed with Yellow Dot Sports Marketing, a leader in NIL-powered partnerships, will feature athlete content, interactive challenges for fans, and behind-the-scenes glimpses throughout the season. TRUFF’s association with Ohio State athletes reinforces its image as a bold, high-quality condiment brand loved by food enthusiasts, celebrities, and everyday fans alike.
