Left Hand Agency CPG High Five: The Big Game Meets The Grocery Aisle

It's that time of year. The time when every food brand puts out promotional packaging to draw in customers indulging in treats for the "Big Game."

If you don't know already - brands can't call it the Super Bowl without forking over big bucks to the NFL. (I can, however, because this is editorial content not something I am selling).

Here are a few of our favorite product promotions and gimmicks surrounding the Super Bowl!

1. Muddy Bites

This growing cookie brand is a favorite in our house but since I am a carb monster it's something we don't buy very often. But: as a game day snack I'd absolutely indulge. I love the promotional packaging and hope others will use their Sunday cheat day to try these.

2. Heinz Ketchup "Kegchup"

What's that you say? This isn't a real product? It actually is! After fans went bonkers for this joke product - Heinz decided to level up this gimmick - you can win a Kegchup and someday - even buy one. The way our neighbor Camden eats ketchup this may actually be something parents shell out for. We are really digging all the fun promotions coming from Todd Kaplan's team.

3. Frank's Red Hot Sauce

Nothing says game day to me like Frank's - this McCormick & Company brand has been promoting a "GOAT" reveal to take place on game day. We suspect it's a product line expansion but for the truly curious - you can sign up to learn ahead of the rest of us. I'm just here for the Buffalo chicken dip. Pro-Tip - cut the calories by using cottage cheese and carrot chips instead of regular chips!

4. Pillsbury

This General Mills brand isn't messing around. They brought in a heavy hitter for their game day promotion - Donna Kelce. Their game day promotion is centered around sweet vs. savory and we're loving the vibe. Pillsbury knocks it out of the park (oops... baseball reference) with their recipe content. My husband is from the midwest so this is a brand that regularly shows up for us - wrapped around little smokies and dipped in ketchup. For the record: savory always wins my vote.

5. Poppi

Guess who actually sprung for the rights to the Super Bowl logo usage? Probiotic beverage brand poppi is shelling out some big bucks for a game day sweepstakes. (P.S. not sure why it's still online since the entry deadline was a week ago). For a brand that got some backlash last year around their vending machine influencer strategy - they are going strong (And now owned by Pepsi).

I will admit I am put off by brands that seem to be more about appearance than product - and so I've opted for other healthier soda brands instead ... but I may be in the minority on this one.

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We’re Left Hand Agency. We help CPG brands grow by making people remember you and  buy you. We believe in marketing science over BS dashboards—and in incrementality over just velocity. Because moving faster isn’t growth if you’re just running in circles.