Conclusion

Sysco, a fortune 45 company and the world’s largest foodservice provider, was looking for a major platform to build sales and engage their employees.  With the Super Bowl coming to their headquarters city of Houston, the opportunity seemed perfect. Football and food provide a natural connection and led us to the tagline of Football is More Fun with Food! 

Our strategy was to negotiate a local Host Committee sponsorship providing Sysco the borrowed equity of the Super Bowl at a fraction of the cost. Additionally, there was a hunger tie-in through the Taste of the NFL and Second Harvest, as well as the local NFL team, the Houston Texans.

We created messaging strategy, logos, social and digital elements, and advertising creative. 

The campaign increased sales of Sysco brands by double digits through the sales promotion, excited employees and broke through to engage customers at various levels.