Just because some fans might not be willing (or able) to attend college football tailgate partiers this year, doesn’t mean they have to forego the fun entirely. This fall, General Mills, along with grocery chain Meijer, are taking their Tailgate Nation promotion online and introducing, “homegate.”
“We know food is a key component of tailgating, and not only does this program inspire our consumers with new recipes and gameday snack ideas from Meijer and General Mills for their next event, but the experience also takes the element of pre-game excitement a step further,” said Erin Clements, customer marketing manager at General Mills.
Using virtual technology, fans can visit an interactive virtual kitchen and backyard where they can download tailgate-inspired recipes, watch videos, and take college football game day quizzes. In addition, users can browse and shop for General Mills-owned brands for their in-person tailgate. The virtual experience is a way to bring fans back into the fold after General Mills’ Tailgate Nation promotion, which debuted in 2019, was not feasible in fall 2020.
”We launched Tailgate Nation in 2019, touring college campuses across the country, and were able to see first-hand how intrinsic the pregame tailgate and the tailgate food and snacks are to the college football experience and culture,” Clements said. “The virtual tailgate offers the opportunity for anyone to be part of the excitement of a tailgate or college football game day from their own homes.”
For this year’s promotion, General Mills is partnering with Meijer, a chain of grocery stores predominantly in the midwest. In addition to having several General Mills products featured in the stores, Meijer will promote Tailgate Nation on its digital properties and through in-store signage.
“Meijer has been a trusted retail partner of General Mills so it was a natural fit for collaboration that allowed us to tie together the culture of food and tailgating for our fans,” Clements said.
