Our challenge was to reposition a chocolate bar as a gameday essential 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 been the official chocolate sponsor of the NFL for more than 20 years, but gameday is not always chocolate day. Savory foods and appetizers outshine candy on the spread.
The solution
02
SNICKERS had to go from having a seat at the table to being on the menu. We created limited-edition sauces made with real SNICKERS ingredients and dropped them every Sunday in September.
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
From candy aisle to condiment shelf
The launch gave the brand a totally new format that earned attention through sheer novelty and cultural relevance. The fans drove real-time cultural momentum, and fans competed 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.
