SuperPretzel
X GUY FIERI
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THE ASK: Create a buzz worthy Super Bowl event.
THE IDEA: SUPERPRETZEL set up shop in Miami’s art-forward Wynwood neighborhood on the Saturday before the Super Bowl. Serving up SUPERPRETZEL Soft Pretzels and a ham-blasted Cubano sandwich curated by Guy Fieri and Anthony Hoy Fong, Guy’s Chief Culinary Officer, to crowds attending Super Fan Fest. On Super Bowl Sunday, Guy and SUPERPRETZEL took center stage at The Player’s Tailgate, a high-end food event that tapped into an audience of current and past NFL players, celebrities, performers, and famous chefs in the hours leading up to kickoff. At the replica of his childhood pretzel cart, Guy curated a “Meet and Eat” of super proportions, serving Cubanos, reminiscing about his pretzel-cart start and taking photos with excited fans. The story of Guy’s childhood cart provided a unique, ownable way to build awareness around SUPERPRETZEL and get people talking. In addition, SUPERPRETZEL executed a targeted media relations campaign coinciding with the activation launch and partnered with six Miami-based influencers to build brand affinity among SUPERPRETZEL’s target audience and help spread the story of the #AwesomeSuperPretzelCart.
Nominated for “Best Use of Celebrity in an Experiential Activation” by AdWeek’s Experiential Awards 2020
Credits: Agency: 160over90 Designer: Juliann Gates Creative Director: Justin Miller/Rachael Silverbauer Activation Director: Meg Creamer