The One True Holiday

It’s Foodie Friday and it’s the eve of the annual national holiday called the Super Bowl. It’s America’s only true national holiday in my book. Oh sure – most Americans celebrate Memorial Day, July 4th, Labor Day and Veteran’s Day and even Thanksgiving, but none of those have the vast majority of the country focused on exactly the same thing at the same time. Only the Super Bowl does that.

Along with the game goes the food. Or, rather, THE FOOD, since inevitably there is a lot of it. Even those years in which I’ve watched the game by myself rather than at a party or a bar, I’ve managed to have copious amounts of generally not very healthy food by my side. Try to find a food site without a Super Bowl menu on it. Try to find a bar or a non-fine dining place that isn’t throwing a party.

Here was my take 8 years ago. Nothing has changed off the field (we won’t go into how the on-field experience has changed):

The Super Bowl is unlike any other sporting event from just about any perspective.  It’s watched by more people and is even covered by media people who wouldn’t know an H-back from Preparation H.  Hundreds of marketers, both authorized and unauthorized, try to tie in with “The Big Game” (for you ambushers) whether they’re selling food, TV’s, or anything else along the durable to non-durable scale.

So what do you do as a marketer? Do you try and fight city hall and run your own campaign not related to The Big Game? Do you pay the NFL’s or the broadcaster’s price tag (if your category is available) and use the marks or even just buy TV time in or around the game? Do you just stay quiet and begin your Valentine’s Day promotion after the game?

Tough question. If you’re in the food business, Super Bowl Sunday is one of the most popular takeout days of the year (1 in 7 Americans order takeout food for the game!). A third of Americans consume some sort of dip. Are you staffed properly if you’re a restaurant? Have you ordered extra dip and sour cream if you’re a market? If you’re not a food business, you need to account for this holiday – especially this holiday – in your marketing and content plans. Unlike any other sports championship, people watch The Super Bowl even when they don’t have a favorite team playing. They actually watch the ads. They generally participate in word of mouth and social media conversations. It is America’s holiday and if you market behind the others, maybe you need, as it says on many pizza boxes, to try the best since you’ve tried the rest. Make sense?

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Filed under food, sports business, What's Going On

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