Are you ready for Super Bowl LIX? This Sunday, as fans tune in on Fox, they should bring snacks and drinks! Expect to see ads for all kinds of food and beverages including beers, yogurt, ice cream, chips, candy, and even pizza. There will be something for everyone, from hot sauce to new drinks and desserts.
Alongside the food, you’ll see commercials from grocery delivery services like Instacart, showcasing familiar products and brands. Other brands will make their mark too, such as cookware from HexClad and healthcare options from Hims & Hers, which will touch on the topic of obesity. With all these food offerings, it might be easy to feel overwhelmed.
Marketing experts note that many of these ads focus on snacks and junk food. Ronnie Goodstein from Georgetown University highlights that viewers might struggle to remember specific ads due to the sheer volume and similarity in the messaging. Kim Whitler from the University of Virginia points out a sharp rise in food-related commercials, which grew from 21% in 2015 to 32% in 2024.
This year’s Super Bowl is unique. With more people watching TV on-demand, opportunities like this big game pull in massive audiences, making it prime time for food advertisements. Ryan Riess from Hershey’s says it’s a great chance for brands to market easily accessible products.
While traditional auto ads have faded, you can still expect to see a few familiar faces. Stellantis will showcase Ram and Jeep, but overall, there won’t be as many movie trailers or cryptocurrency ads this year. Companies are recalibrating their marketing strategies. Tim Calkins from Northwestern University points out that automakers are uncertain about what messages to send in a shifting automotive market.
Food brands are excited, but they also face stiff competition. Most will use familiar tactics, like celebrity endorsements. Expect to see stars like Meg Ryan and Billy Crystal for Hellmann’s and Post Malone for Bud Light. However, some brands are attempting to break the mold. PepsiCo’s Frito-Lay is telling a unique story about potato farmers in their ad, aimed at highlighting the hard work behind their products.
Instacart is also trying something different. Their ad features beloved mascots from various brands, emphasizing service rather than excess. Laura Jones, their chief marketing officer, insists the focus is on taking care of grocery needs.
In a crowded space filled with food ads, there’s a risk that brands may dilute each other’s messages. Goodstein explains that with so many similar offerings, will they all stand out? This Super Bowl will surely be a feast for both the eyes and the appetite!
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