Problem: Football fans see retailers as an occasional stop for game day snacks, rather than a destination for the whole football season
Resistance: Our shoppers crave football camaraderie, but a mid-season lull in “big” games and gridiron excitement left them watching games in small settings with sparse spreads
Strategy: Motivate football fans to gather more often
How: By establishing a new mid-season milestone to celebrate
We drew inspiration from the anticipation and excitement football fans had for end-of-year holiday gatherings and created a new reason to gather.