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.
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.
September – November 2015
120 In-store events
13 game day tailgate events
Los Angeles, California
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
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+
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
Event series in conjunction with nationwide leader in Youth Sports Camps. Games, prizes, sampling and coupon distribution engaging 1,500+ consumers per event.