Shopper Marketing - January 2016 - 36


PROGRAMS

Schwan to Football Fans:
Pizza is No. 1
'Tailgate at Your Place' campaign targets moms and kids while
spanning entire NFL season
By Neal Lorenzi

marshall, minn. - You hear the phrase
"We're No. 1" a lot during football
season, and when it comes to "home
tailgating" - TV football viewing parties - frozen pizza leads the league.
That's why The Schwan Food Co., parent to the Freschetta, Tony's and Red
Baron pizza brands, is leaning heavily
on a football-themed "Tailgate at Your
Place" campaign to target moms aged
25 to 54.
"Tailgate at Your Place" centers on a
dedicated website that's the hub for a
sweepstakes.

"Fall is a key consumption period for the
frozen pizza category, and research shows
that pizza is the No. 1 food served at home
tailgating parties. With this knowledge, we
created this fun 2015 campaign," says Tim
36

y SHOPPER MARKETING JANUARY 2016

Goldsmid, senior director of brand marketing, Schwan's Consumer Brands.
This year's game plan was tweaked
a bit. "In 2014, we did college football sponsorships with 15 designated
schools but learned that it was not a
huge driver toward overall participation. We did learn that moms are the ones truly engaged in content such as recipes, home
tailgating tips and games. So this year, we
opened up the program to include all levels
of play."



Table of Contents for the Digital Edition of Shopper Marketing - January 2016

Contents
Shopper Marketing - January 2016 - Intro
Shopper Marketing - January 2016 - 1
Shopper Marketing - January 2016 - 2
Shopper Marketing - January 2016 - Contents
Shopper Marketing - January 2016 - 4
Shopper Marketing - January 2016 - 5
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