The Hershey Company doesn’t usually have much to do with Super Bowl advertising. The chocolate maker hasn’t placed a commercial in the game since 2008, when it pitched Ice Breakers gum to the event…
Walmart
Food manufacturers have been making a steady comeback in the Super Bowl commercial game, according to Kantar, a tracker of ad spending, after tamping down bigger outlays in the 1980s and 1990s. In last year’s game, food marketers contributed $23 million, representing a 6% share of that year’s total investment in Super Bowl TV ads. Meanwhile, some car companies, often the biggest category in Super Bowl sponsorship, have been driving away from the event.
Indeed, Pop-Tarts has ambled on to the ad field to launch “a new product – Pop-Tarts Pretzel – which is our first sweet and salty snack,” says Phil Schaffer, senior director of marketing, Pop-Tarts. “We couldn’t think of a better opportunity to unveil the two new flavors than the Big Game, one of the biggest snacking occasions of the year.
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