Score big with Super Bowl snack promotion and beyond

February 6, 2024 - By Rachel Kubik, Senior Content Writer for ARC

Health and wellness professionals may be wondering what to promote in regards to the biggest football event of the year coming up this weekend. Many consumers are increasingly health-conscious this time of year and seek nutritious options, even during events like the Super Bowl. Retail dietitians can promote products in stores as healthier alternatives to typical game day snacks. The big game is often associated with indulgent foods high in calories, fats and sugars. By promoting produce, retail dietitians can encourage consumers to incorporate more balanced options into their game day spread, promoting overall health and wellness. 

Health and wellness professionals can additionally provide consumers with creative and delicious recipes featuring produce that can be enjoyed during the Super Bowl. This can include vegetable trays with healthy dips, fruit platters or incorporating fruits and vegetables into dishes like salads, sandwiches or wraps. To create the most nutritious versions of wraps and sandwiches, focus on making them moderate in size with ample amounts of fiber. Fill them up with lean protein, healthy fats and crunchy or savory vegetables for an enjoyable, satisfying and nutrient-dense meal, according to Eating Well. Delish additionally has 34 healthy dip recipe ideas including a creamy garlic hummus dip and a Greek feta dip. Be sure to use vegetables for dipping rather than pretzels or chips, which can be loaded with salt and fat. 

Many consumers have dietary restrictions or preferences, such as vegetarian, vegan or gluten-free diets. Promoting produce can cater to these needs by offering a variety of options that align with different dietary preferences and restrictions. 

Retail dietitians can also help increase sales for these items, benefiting both consumers and the retailer. The estimated total Super Bowl-related consumer spending was at $17.3 billion in 2024, an increase of nearly $1 billion compared to the previous year, according to Statista. Highlighting the nutritional value and versatility of produce can encourage consumers to purchase these items for their game day festivities. These professionals can support consumers in making healthier choices while still enjoying the festivities of the event. Additionally, leveraging social media platforms, themed promotions and innovative restaurant strategies, health and wellness advocates endeavor to enrich the Super Bowl experience while championing healthier lifestyles. 

Foods to highlight 

The location of this year’s event, Las Vegas, has a diverse culinary landscape. It’s a melting pot of food preferences, with a variety of popular game day foods like guacamole, salsa, chili, pizza, hot wings, tacos, sliders and Asian finger foods expected to grace party tables. 

As consumers gear up for the big game, retail dietitians can leverage a diverse array of products, from traditional favorites like chips and dips to more innovative options such as fresh guacamole and fruit platters. Ensuring ripe fruit is available on store shelves is crucial, according to The Produce News. Dips and dippers are another focal point for retailers, with fresh dips like guacamole, salsa and queso being prominently featured alongside store-cut vegetables and air popped, root vegetable or multigrain chips. 

Salsa, bean dips and guacamole/avocado items can cater to various snacking preferences and culinary inclinations, according to Produce Business. Avocados have culinary versatility. Guacamole can be a nutritious and indulgent appetizer, particularly when paired with fresh veggies. Try this low-calorie queso recipe from The Cookie Rookie. 

Beyond avocados, retailers are expanding their Super Bowl produce offerings to include a variety of items such as vegetable trays, Roma tomatoes, jalapeño peppers, sweet onions, baby carrots, broccoli florets and potatoes. Mushrooms are also gaining traction. Moreover, produce-based grazing or charcuterie boards are emerging as a popular trend, offering consumers a visually appealing and flavorful option for snacking during the game, according to Produce Business. Pistachios can also be a wholesome snack option for game day gatherings. 

Themed promotions, cross-merchandising 

With both the Super Bowl and Valentine’s Day falling within the same week this year, retailers are exploring creative marketing strategies to leverage the dual holiday occasion. Whether it’s themed promotions or cross-merchandising opportunities, retailers are poised to make the most of this festive period, catering to the diverse tastes and preferences of consumers gearing up for game day celebrations. Celebrity partnerships and themed promotions can create excitement in-store and online, enticing shoppers to stock up on Super Bowl essentials. 

Eye-catching displays play a vital role in driving Super Bowl sales. Try creating in-store snacking destinations aligned with the Big Game, such as combining chicken wings, celery and dressing in secondary displays. Ready-made guacamole, microwaveable spinach and artichoke dip and white corn chips is another pairing. Eating Well has 11 healthy wing recipes for Super Bowl Sunday. 

Cross-merchandising can also be a winning tactic as retailers can strategically pair complementary products to enhance the shopping experience and maximize sales potential. By showcasing pistachios alongside beverages or dressings alongside pre-packaged salads, it can be more convenient for consumers to find everything they need for their Super Bowl celebrations in one place.  

Social media 

Leveraging social media, contests, giveaways and in-store promotions, you can work to drive sales and enhance the Super Bowl experience for consumers. 

The social media and marketing potential is immense. Social media allows health and wellness professionals to engage directly with customers and answer their questions in real time. You can use platforms like TikTok, X (formerly Twitter), Instagram and Facebook to respond to inquiries about nutrition, offer personalized advice and provide support to customers looking to make healthier choices. 

Here are some ideas, from a blog from ShortStack, to harness the hype of the country’s biggest sports extravaganza: 

Guess the score: Engage your audience by inviting them to predict the final score of the game. Offer prizes for those who guess correctly, encouraging participation and potentially collecting valuable leads in the process. 

Player of the year: Tap into fans’ passion for their favorite players by hosting a voting contest. Allow participants to vote for the most influential player from the competing teams, and reward them with discounts or incentives for participating. 

Touchdown dance: Encourage user-generated content by inviting fans to share their own touchdown dances or team cheers. 

Favorite recipe: Capitalize on the Super Bowl’s culinary aspect by hosting a recipe contest. Ask participants to share their favorite game-day recipes, generating user-generated content and fostering engagement. 

Favorite game day memory: Foster nostalgia and emotional connections by inviting users to share their favorite game-day memories. Offer relevant prizes to winners, encouraging participation and sharing of personal stories. 

Personality quizzes: Create engaging personality quizzes related to the Super Bowl, such as “What Super Bowl food are you?” or “What type of Super Bowl fan are you?” These quizzes can drive significant engagement and provide valuable leads for future campaigns. 

Multi-day giveaway: Build excitement leading up to the Super Bowl by hosting multi-day giveaways or trivia contests. Offer daily prizes related to the game, enticing fans to participate and return each day for new opportunities to win. 

Restaurants 

Health and wellness professionals working in restaurants can additionally help boost revenue and attract more customers by offering enticing Super Bowl specials and promotions. 

In addition to the following promotions, it’s crucial to prepare your restaurant for the influx of customers on Super Bowl Sunday. Make sure to staff accordingly, preview the menu in advance, stock up on ingredients, advertise promotions early and encourage reservations to ensure a smooth and successful day. By implementing compelling promotions and preparing the restaurant effectively, you can help maximize sales and keep customers coming back for more during the Super Bowl season. 

Create team-specific dishes: Develop signature dishes or drinks inspired by the rivaling teams or the halftime performer. Engage customers by letting them vote for their favorite dish, and use POS data to determine the most popular option, according to TouchBistro. 

Halftime happy hour: Offer drink specials during the halftime show to keep customers engaged and boost orders. This can attract new customers looking to enjoy the game from multiple venues. 

Offer takeout specials: Cater to customers hosting home parties by providing takeout and delivery options. Offer family-sized or catering-sized dishes that can feed a crowd, such as pizza, chicken wings and nachos. 

Host contests: Organize contests like the biggest fan contest, eating contest or social media contest to keep diners engaged. Consider offering gift cards as prizes to encourage repeat business. 

Create a Super Bowl buffet: Offer an all-you-can-eat buffet featuring classic game day favorites and popular dishes from your menu. Use POS sales data to determine which items to include. 

Host a watch party: If your restaurant has TVs, host a watch party for the game. Sell non-refundable tickets to guarantee revenue and incorporate various promotions and contests into the event. 

Offer pre-ordering discounts: Encourage customers to pre-order their game day meals to avoid long wait times. Offer a discount for pre-orders to incentivize early purchases. 

Partner with beverage distributors: Collaborate with beverage distributors to offer samples of their products at your restaurant on game day. This can help increase alcohol sales and attract customers. 

As the excitement builds for the upcoming Super Bowl, health and wellness professionals find themselves at the forefront of promoting healthier choices amidst the festivities. By advocating for nutritious alternatives and creative recipes featuring produce, they aim to steer consumers towards balanced options without compromising on enjoyment. Moreover, leveraging social media platforms and innovative marketing strategies, alongside themed promotions and cross-merchandising in retail settings, health professionals strive to enhance the Super Bowl experience while promoting healthier lifestyles. In restaurants, enticing specials and promotions coupled with effective preparation strategies can further maximize sales and attract customers, ensuring a successful and enjoyable Super Bowl season for all. As the big game approaches, the collaboration between health and wellness professionals and consumers underscores a shared commitment to promoting health-conscious choices while embracing the spirit of celebration.