Retailers Join General Mills' ‘Tailgate Nation’
National program lends itself to account-specific overlays at Meijer, ShopRite, Walmart and beyond
Several retailers got account-specific overlays to General Mills’ national “Tailgate Nation” football season campaign activating the manufacturer’s partnership with ESPN College Football.
Meijer and ShopRite are each hosting exclusive instant-win games tied to a national game, all running Aug. 27 through Dec. 6. Those chains’ shoppers enter by visiting dedicated promotional pages on WeAreTailgateNation.com and following instructions to scan brand logos on participating General Mills product packages or the “ESPN College Football Tailgate Nation” icon depicted on displays and signs in stores.
Separate prize pools for the national and retailer-specific games all include coolers, StubHub gift cards, store gift cards and portable grills. All game participants are also automatically entered into a sweepstakes awarding a $10,000 grand prize. Southfield, Michigan-based HelloWorld administers the sweepstakes.
The list of 23 eligible brands includes Totino’s, Reese’s Puffs, Gardetto’s, Pillsbury, Old El Paso, Betty Crocker, Cheerios and Lucky Charms. Betty Crocker offers a promotional page on its website that includes a downloadable recipe guide and a showcase for #tailgatenation Instagram posts.
At Meijer stores, endcap headers and coolers outfitted with account-specific signage tout the Meijer game and sweeps, encouraging shoppers to visit the store-specific promotional site. On Meijer.com, a promotional page spotlights the game and sweeps as well as various recipes that employ SKUs from General Mills brands Old El Paso, Betty Crocker and Pillsbury. A feature within the retailer’s Sept. 29 circular also supports.
At Walmart, General Mills activated the retailer’s seasonal Game Time platform to dangle $10 off at Fanatics.com with one in-store purchase of three eligible Old El Paso, Betty Crocker, Pillsbury, Chex, Gardetto’s or Bugles items from Aug. 31 to Oct. 31. In stores, an endcap on Walmart’s seasonal baking gondola stocking Betty Crocker SKUs was outfitted with “Tailgate Nation” shelf strips and side panels touting the incentive and depicting a variety of football-themed baked goods while directing shoppers to a Fanatics.com promotional page for game-day recipes.
E-tailer Boxed also got in on the action with a sweepstakes running Sept. 2-22 that awarded one “music & cooler chairs set” and one “ottoman cooler seat.” Consumers entered with purchase of two qualifying products or by sharing their favorite tailgate recipe on a promotional Facebook update from Boxed. A Boxed.com promotional page supported, listing eligible SKUs and tailgating recipes.
General Mills’ national program additionally includes 15-second TV spots running on ESPN as well as tailgating events staged at various college campuses throughout football season. The events kicked off on Sept. 7 at the University of Texas with an appearance by Adam Richman of Travel Channel’s “Man vs Food” and a spotlight on various dishes and recipes that call for the manufacturer’s SKUs.
National P-O-P materials also support, including Chex Mix floorstands spotted at Hannaford.