Ralphs Tailgate
Sports Marketing

The Ask

Execute a college football-focused program that positions Ralphs as the official grocer of USC and UCLA football and generates buzz and excitement around P&G brands around 2015 game days.

The Solution

A multi-brand program in store and at games that created a memorable and personal experience between Ralphs shoppers and P&G products. The program sold in additional cases with the customer while engaging USC and UCLA fans to build brand loyalty. The tailgate experience featured a VIP restroom, professional athlete signings, face painting, live bands, sampling and giveaways – positioning P&G as a strong partner of both Ralphs and local fans.


Samples Distributed

Coupons Distributed

Autographs Signed

Event Details

  • Timing

    September – November 2015

  • Event Executed

    120 In-store events

    13 game day tailgate events

  • Location

    Los Angeles, California


100% OF FANS

who participated in the tailgate received at least one P&G sample


USC+UCLA Alumni who played for the NFL were featured onsite for autograph signings and photos


purchased $25 or more of P&G products to gain entry into Ralphs Tailgate

Other Sports Marketing Projects

NFL Signing – Bashas

An in-store NFL Signing event with Tyrann Mathieu, Arizona Cardinals Safety. Radio remote, custom signage, inflatables, games, purchase incentives and NFL memorabilia drove over 800 consumers to this retail location in Phoenix, AZ.

Consumers Engaged: 800+

70% of shoppers received NFL autographs

Samples Distributed: 3,900+

Phoenix Little League Events

An on-site program that enhanced the Tide/Fry’s sponsorship of the Phoenix Diamondback Little League, supporting local families over the course of 2 months and 11 game day events.

Samples Distributed: 21,750
Coupons Distributed: 8,600
Raffle Tickets Distributed: 2,405
Waters and Snacks Distributed: 5,956

Pro Camps

Event series in conjunction with nationwide leader in Youth Sports Camps. Games, prizes, sampling and coupon distribution engaging 1,500+ consumers per event.