In 2017, Schwan’s had the unique opportunity to be a partner of Super Bowl 52 in its own backyard when the Big Game came to Minneapolis. Having a space at Super Bowl Live provided an opportunity for 100,000 out of town guests to have an introduction to Schwan’s foods. Current customers of Schwan’s tended to be senior citizens; the brand needed a fresh approach in attracting younger customers.The core pillars of the Schwan’s brand we wanted to promote was ‘Delivering Smiles’ for its chef-inspired recipes that have been delivered across America for over 65 years. Our creative team took that insight and used the “face” of the brand in its delivery trucks to build a 60-feet high experiential display. The digital video boards built around the Schwan’s trucks provided a game show type experience for participants to not only answer questions about football and Schwan’s, but also win prizes and try samples.