Dive Brief:
- Tostitos is bringing back its Tost by Tostitos pop-up restaurant with a Vegas-themed twist as the brand heads to the strip for Super Bowl LVIII, per a press release.
- One contest winner will receive travel accommodations, game tickets and tableside service at Tost by Tostitos courtesy of Minnesota Vikings quarterback Kirk Cousins. To enter, consumers must follow Tostitos on Instagram, favorite a post between the brand and Cousins and leave a comment on the dish they’d like to see the NFL athlete prepare with the hashtags #TostbyTostitos and #Entry.
- Other guests can book a reservation via a website, though the timing of Cousins’ appearance will be a surprise to all visitors except the grand prize winner. Tostitos joins other brands in taking advantage of Vegas glam to drum up excitement around the Super Bowl, which has never been held in the city before.
Dive Insight:
Tostitos is adding some NFL star power to its pop-up restaurant with help from Vikings QB Cousins. The Frito-Lay brand, which serves as the football league’s official chip and dip sponsor, introduced Tost by Tostitos ahead of last year’s Super Bowl but is expanding the experiential play to match the over-the-top vibes of the strip.
“Tostitos is dedicated to giving fans the ultimate game day snack and this year’s Tost by Tostitos pop-up will encapsulate all that Vegas has to offer,” said Kristin Kroepfl, vice president of marketing at Frito-Lay, in a statement.
The latest iteration of the casual dining concept covers three floors, with a trio of menus embodying different themes, including a “Vegas-forward” selection and more experimental offerings. Each meal was crafted by Frito-Lay’s culinary experts and has a recipe centered around corn, a key ingredient in Tostitos’ chips.
Tost by Tostitos will be open for lunch and dinner Feb. 8-10 ahead of Super Bowl LVIII at Allegiant Stadium. While casual consumers can book a spot online, only one contest winner will see their meals personally prepared and served by Cousins, who promised to “give guests a meal they won’t forget.”
Frito-Lay has several activations planned around the big game weekend, including a branded Chip Strip that has locations carrying names like the Cheetos Chapel. Doritos is also running an in-game ad for its revamped Dinamita product, which recently launched a TikTok page and sampling push.
Other marketers are going all-in to make a splash in Vegas around Super Bowl LVIII. Taco Bell is putting on a fan event where it will tease its product innovation roadmap for 2024 and host music performances and meet-and-greets with its culinary pros. Marketers are also closely eyeing The Sphere, a behemoth outdoor advertising destination that’s reportedly commanding high prices for Super Bowl LVIII buys.
