This story was first published by Digiday sibling Modern Retail.
It’s Super Bowl week, which means countless food and beverage brands are competing for stomach share as millions of Americans tune into the big game.
Food and beverage executives say a Super Bowl campaign sets the tone for the year. In turn, some of them, like Oikos, are using the Super Bowl to highlight new product lines. Others are using the big game as an opportunity to promote healthier alternatives to classic game day snacks. When it comes to commercials, many of them are taking inspiration from the backdrop of this year’s host city, San Francisco. And of course, celebrity cameos abound; this year, Ritz is running a “Ritz Island” commercial starring Scarlett Johansson, Jon Hamm and Bowen Yang, a sequel to a similar ad from last year’s game. But it’s not just big national brands getting in on the Bay Area celebration.
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