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Brief Published: 4 Feb 2014

Super Bowl Food Promotions


Super Bowl 48 celebrations in New York and New Jersey surpassed previous offerings, with food-oriented concepts taking centre stage as key promotional tools.

  • The National Football League (NFL) launched Forty Ate – its first ever pop-up restaurant – at the Renaissance Hotel in Times Square. Overlooking Super Bowl Boulevard, the modern steakhouse featured dishes such as "pig skins" in a blanket and salt-baked king salmon. Spearheaded by Danny Meyer, chief executive of the Union Square Hospitality Group, the restaurant was located in a spacious lounge adorned with the 47 Super Bowl rings, busts of famous football players and screens showing classic Super Bowl highlights.
  • US multinational PepsiCo set up PepCity in New York's Bryant Park on 42nd Street, a space hosting Broadway musical performances, rap music battles and literary readings. Embracing the spirit of the Super Bowl, local chefs David Burke, Marc Forgione, and Michael Psilakis served snacks created using PepsiCo products, such as Mountain Dew bacon tacos and Doritos Cool Ranch gravlax.  
  • For the big game, MetLife Stadium's executive chef Eric Borgia created a special menu, which represented a host of local communities. Manhattan was assigned chicken-sausage and Tuscan kale sandwiches; Italian rice balls represented the borough of Brooklyn; and the Jersey Shore was matched with Philly cheesesteaks.

These initiatives reflect a heightened consumer interest in high-quality foods and ethnic flavour profiles. See Fresh Approach to Frozen and The New Jewish Cuisine for more contemporary takes on traditional foods.

For further insights into a new generation of on-the-go consumers who desire authenticity and quality, see Fast-Moving Premium Consumption.