Brands Assemble for Game Day at Target

Target tied in to the excitement surrounding the National Football League's Super Bowl by spotlighting party hosting essentials from multiple brands in stores and online. The retailer outfitted rolling racks with "this way to game day victory" messages to unite multiple brands, including Conagra Brand's Ro-tel, Mondelez International's Ritz, Kellogg Co.'s Cheez-It, PepsiCo/Frito-Lay's Tostitos, Doritos and Fritos, Instant Brands' Instant Pot, and private labels Market Pantry and Up&Up. Outfitted with football-themed headers and cut-outs of footballs and goalposts, the racks were positioned by store entrances and within the retailer's aisles. (For a complete gallery of rolling racks at the retailer, click here.)Elsewhere in stores, Tostitos SKUs were stocked on endcaps at checkout outfitted with headers communicating "the big game is Sunday, February 2." Tostitos and other PepsiCo/Frito-Lay sister brands also enjoyed secondary merchandising space via multiple account-specific floorstands positioned near the seasonal department that activated the manufacturer's Super Bowl sponsorship.On target.com, a promotional "game day snacks" page corralled a variety of brands, including Mars Inc.'s Snickers, General Mills' Totino's, Coca-Cola Co.'s flagship, Nestle's Digiorno, Anheuser-Busch's Bud Light, Kimberly-Clark's Viva, and Conagra Brands' Hunt's. The page sorted product by "bites and beverages," "snacks & treats," and "favorite" foods made for sharing, as well as "chili ingredients," "serving essentials," and "adult beverages." Elsewhere on the site, football-themed display ads:plugged "brownie footballs" from General Mills' Betty Crocker, directing shoppers to an e-commerce page listing SKUs from the brand. spotlighted Mars Inc. candy, positioning them as "sweets to go with your game day snacks." promised $20 in savings on eligible Instant Pot home appliances. Features in the retailer's Jan. 26 circular supported. The period leading up to the Super Bowl is a crucial time for some brands. Retail sales data shows Super Bowl Sunday is the biggest day of the year for salty snacks, generating approximately $520 million in one day, according to a media release from PepsiCo/Frito-Lay. The manufacturer, for example, produces about 600 million pounds of snacks in the six weeks leading up to the game – nearly 20% of its annual snack production – and more than 67 million pounds of snacks the week of Super Bowl. PepsiCo/Frito-Lay also recently shared findings from its latest "U.S. Snack Index," a poll focused on Super Bowl snacking habits. Some key findings from the U.S. Snack Index include:91% of Americans say they watch the Super Bowl no matter which teams play.90% say a Super Bowl spread isn't complete without snacks and dips, and 79% prefer snacks like chips and pretzels to be available.87% say they will host, attend a party or watch the game at home, while 9% responded they will watch at a bar. All generations are most likely to prefer classic flavors, while members of generation Z and Millennials favor flavors like hot and spicy or more elevated/amplified flavors.For a complete gallery of football and Super Bowl images, click here.

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