Our challenge was to make SNICKERS synonymous with halftime fuel during the NFL season in a space dominated by savory foods, without losing the brand’s core hunger-satisfaction identity. SNICKERS Sauces solved it.
The challenge
01
SNICKERS has proudly served as the official chocolate sponsor of the NFL for more than two decades. To keep this legacy partnership fresh and deepen fan engagement, we needed to find a way to insert the brand into the ultimate cultural ritual of gameday: the savory tailgate spread.
The solution
02
We crashed the main course. Transforming the brand’s iconic flavor profile to give fans a new way to enjoy SNICKERS, we developed a line of limited-edition sauces made with real SNICKERS ingredients, exclusively dropping them on Sundays during halftime throughout September to bring total satisfaction to football fans.
A recurring fan event
By creating a genuinely novel limited-edition offering, real sauces made with SNICKERS ingredients and developed with star NFL player Josh Allen, we gave media something they wanted to cover and fans something they wanted to eat on gameday. We hosted the first-ever SNICKERS tailgate at the Bills first home game, where local culinary icon Chef Darian served elevated bites including Peanut Teriyaki Wings, Chocolate BBQ Pork Belly Bites and Caramel Buffalo Popcorn.
The impact
03
Total hunger satisfaction
The launch earned attention through sheer novelty and cultural relevance. The fans drove real-time cultural momentum, competing to buy out each drop in under a minute, leading to an 11% increase in share of voice year-over-year. The work drove 1.85B+ earned impressions (42% above benchmark) and 1K+ media placements.
