Ralphs Tailgate

The Opportunity

Deepen the bond with local shoppers by associating with a sport that is fueled by passionate, loyal fans.  In partnership with Ralph’s, we developed a robust program that engaged shoppers in-store, online, and at the stadium.

The Experience

Our “Shake Your Tailgate” program asked Southern California football fans to show us their best touch down dance. Participants had to share with friends & family and generate votes each week to win season tickets.

We engaged USC & UCLA fans at Ralph’s stores each week during the season, demonstrating how P&G products fit into their preparation for the next game. Shoppers were also asked to film their TD dance right on the spot!

On Game Days, our VIP space at the stadiums were filled with more shoppers enjoying games, player meet & greets, product sampling, face painting, touch down dances, and other family-friendly activities.

Samples Distributed

Store Displays

Gifts with Purchase

Faces Painted

Event Details

  • Timing

    10 Weeks

  • Events Executed

    99 Events

  • Locations/Markets

    Los Angeles, California


Consumers Engaged



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