For the past 135 years, Quaker (a division of PepsiCo) has nourished families and kids to help power their play. This football season, Quaker is highlighting that mission by teaming up with NFL PLAY 60 and rookie quarterback Andrew Luck to encourage kids to stay active and eat healthy.
“NFL has the largest female fan base of any league. It’s a family sport,” explained Jennifer Storms, senior VP-global sports marketing at PepsiCo. “It was a great opportunity to bring in other PepsiCo brand s, because moms and kids are engaging with NFL more and more every year.”
TMA’s Quaker team developed The NFL PLAY 60 Super Bowl Contest where kids ages 6-13 can go online and share how they power their play with nourishing foods and exercise. At the conclusion of the contest, one grand prize winner will be selected to run the game ball onto the field at Super Bowl XLVII.
To further engage consumers, Quaker is offering other ways for fans to win cool prizes including Quaker/NFL PLAY 60 t-shirts, NFL PLAY 60 activity sets and tickets to 2013 regular season games. Consumers can visit www.quakernflplay60.com and enter UPC codes from two different Quaker food and snack products for a chance to win.
This promotion launched during NFL kickoff week with in-school activations, PR events and paid media. It’s supported by in-store displays, print ads (featured in Wal-Mart magazine), digital banner ads, and a microsite featuring behind the scenes videos and photos of Andrew Luck.