Football season is just around the corner, which means tailgating, team pride, cheering with friends, family, and fellow fans, and all the excitement that game days have to offer. Game day experiences have become an American pastime, with as much as 80% of the population tailgating annually, according to a study by Quicken Loans. The study further highlighted:
13 billion meals are eaten at tailgates per year
41% spend more than $500 per season on food and supplies
78% use a grill to cook.
Today’s tailgates and game day experiences offer so much more than just hot dogs and hamburgers (truffle mac and cheese—say no more). This blog explores the latest social media trends for game day food in 2024, offering insights for brands with food products to leverage these trends effectively in their marketing strategies.
Tailgate party packs are the ultimate hack for fans who want to eat, drink, and cheer on their team without a ton of prep work. Party packs can mean a few things:
Brands, restaurants, or retailers providing people with all the food essentials they need in one package for a stellar game day spread.
A person at home packing a box with all their essentials one time to reuse all season long.
Brands have a prime opportunity to create and promote custom tailgate party packs through recipe and setup videos on TikTok, showcasing the ease and convenience these packs can bring.
Game days are becoming a showcase of regional pride that extends beyond the supported teams. Every region has its specialties, from Texas BBQ to New England clam chowder, and fans are proud to show off their local flavors. In a survey, 30% of respondents in the Midwest prefer chili as their top game day food choice; 35% of respondents in the Northeast consider buffalo chicken wings their favorite game day food; and 40% of respondents in the South favor queso dip, reflecting the region's love for cheesy and spicy flavors.
Brands can tap into this trend through interactive social media campaigns that invite followers to share their own recipes or participate in votes on the best regional dishes. Get even more targeted with campaigns timed to specific games or classic rivalries.
Traditional comfort foods are getting an upgrade. Think: truffle mac and cheese, gourmet sliders, and bite-sized baked potatoes. These upscale versions of classic go-tos are sure to impress a crowd and are gaining traction on platforms like Instagram and Pinterest. Brands can leverage this trend by hosting live cooking demos or posting behind-the-scenes content highlighting the techniques and high-quality ingredients used in these dishes.
Beer and burgers will always have a place at tailgates but fans are thinking bigger and better. Wine and cheese platters, themed cocktails and dishes to match the playing teams’ colors, and beer-marinated meats (with a beer on the side, of course) are getting a seat at the stadium.
Food is becoming as much of an experience as the game itself. Interactive stations like build-your-own taco bars and DIY burger stations allow guests to customize their meals and provide visually appealing, shareable content on social media. Brands can inspire fans to set up their own food stations at home with guided video tutorials or live streams, aligning with high-stakes games like Homecomings.
According to Technomic, 80% of Americans eat global cuisine at least once a month, and social media is showing this being incorporated into game day celebrations. Korean BBQ? Check. Caribbean jerk chicken wings? Check. Sushi rolls? Check.
With the rise of streaming services, not everyone is making it to the stadium. Hosts are mirroring the tailgate experience at home with watch parties—indoor and outdoor. Brands can partner with influencers to provide inspirational content on how to host the ultimate watch party, complete with food and decor suggestions.
Fans following their team on the road are sharing their experiences through vlogs. Content includes food diaries showing what they eat at away games and providing a taste of how other regions make it big on game day. Brands that activate influencers to create vlogs that showcase different cities' food and fan culture can drive exposure in more regions.
A tent, a truck bed, and a grill are just the tip of the iceberg for today’s extravagant game day setups. Tailgaters are stepping up their game with themed decorations, sophisticated serving ware, and high-tech gadgets to enhance their day. This trend offers brands a chance to showcase how their products can upgrade any tailgate party through DIY setup videos and influencer partnerships.
Acorn partnered with Campbell’s on influencer programs centering around tentpole sporting events: Big Game and March Madness in 2023.
The goal: Get Sam’s Club members to purchase Cape Cod, Kettle, and Snack Factory Pretzel Crisp products by creating Big Game and March Madness snacking content that positions the Campbell’s snack portfolio as a one-stop solution for game day entertainers and their guests while inspiring stock-up occasions at Sam’s Club.
The rollout: Acorn leveraged influencer content for paid media on Instagram and Facebook, and maximized performance by creating custom content ads served at scale through premium CTV placements on platforms streaming March Madness games - making the ads hyper-relevant to viewers.
The result: Acorn and Campbell’s strategic approach to game day marketing resulted in over 1 million engagements during the Big Game and March Madness events. Specifically during March Madness, the content reached 524,000 unique households and had a video completion rate of 99%, highlighting the success of targeted content in captivating college basketball fans, party snackers, and hosts alike.
By tapping into these social media trends, brands can engage audiences through diverse, dynamic food offerings and establish themselves as the go-to for elevated game day foods. Aligning these strategies with specific game days and seasonal events ensures that your products are a memorable part of every celebration.
