As the roar of college football fans filled the air this past weekend, brands are taking the field too—competing for attention and consumer dollars through football-themed promotions. At iVueit, we decided to join the fun with a football-themed campaign that highlights not just the rivalry on the field, but also the battle between consumer packaged goods (CPG) brands in college towns.
For our first matchup, we selected Penn State and Southern Methodist University (SMU) to see which college town best showcased their team spirit in local stores. Using our nationwide mobile workforce of over 400,000 app users, also known as the Vuer Network, we conducted surveys and gathered photos from five test properties in each college town, focusing on promotions for food and beverage brands tied to the college football playoff season.
Here’s How We Scored the Game
Our Vuer Network—made up of on-demand gig workers—visited stores in each college town to tackle key questions:
- Was the home team featured in any food/beverage displays?
- What brands created special displays?
- Were the products neatly merchandised?
- Were any products low or out of stock?
- Were there promotions or sales connected to the college football season?
Breaking Down the Results: Penn State vs. SMU 🏈
Penn State (Winner): Penn State scored big in this matchup! Local stores proudly featured Penn State-branded promotional displays, including food and beverage items adorned with team logos and colors. Products were neatly merchandised, and promotions were impossible to miss. From tailgate-ready snacks to beverages showcasing the Nittany Lions spirit, the level of organization and enthusiasm was clear.
Southern Methodist University (SMU): SMU showed some promise but drew a “yellow flag” for lack of direct school branding. While stores highlighted the Dallas Cowboys, SMU-specific promotions were nowhere to be found. That said, SMU scored three points for featuring neatly merchandised products and some promotional displays, but they missed the chance to truly capitalize on their home team pride.
Next Matchup: Ohio State Buckeyes vs. Tennessee Volunteers 🏈
Our second matchup brought together two powerhouse schools: Ohio State University and the University of Tennessee. While both schools have loyal fan bases and storied football traditions, when it came to CPG brand execution in their respective college towns, the winner was clear.
Ohio State University (Winner): Ohio State dominated this round with an impressive showcase of hometown pride and branded promotions. Stores featured dedicated food and beverage displays adorned with OSU-themed decorations, including Brutus Buckeye balloons and eye-catching signage. Highlighting the game-day spirit were unique products like Snackin’ Backers chips with hot honey BBQ flavor, featuring famous OSU players on the packaging.
The local Giant Eagle went the extra mile, preparing bakery goods with OSU-themed icing to celebrate the playoff weekend. From special weekly deals to snack aisles full of scarlet and gray, Ohio State created an unmistakable game-day atmosphere that scored major points for CPG branding and merchandising.
University of Tennessee: The Volunteers fell short in this matchup. Stores lacked any Tennessee-branded CPG displays, leaving fans without a tangible connection to their home team in the aisles. The only football-related promotion was a Hawaiian Bread slider display featuring Peyton and Eli Manning for a “Slider Sunday Special,” but this tied back to NFL branding rather than Tennessee Volunteer spirit.
Evidence of team pride was limited to the clothing section, but since this campaign focuses on CPG brand execution within the store, Tennessee came up short. Without visible support from local or national CPG brands, the Volunteers were unable to compete with Ohio State’s comprehensive and spirited effort.
Key Takeaways From This Matchup
Ohio State’s win underscores the value of localized and targeted CPG branding during football season. By embracing the team spirit of their college town, brands can create a memorable shopping experience while driving sales. Tennessee’s missed opportunity highlights the importance of aligning promotions with what matters most to local consumers—especially during high-profile events like playoff weekends.
Once again, iVueit’s Vuer Network played a critical role in identifying in-store trends, showcasing the power of real-time insights for CPG brands. These findings emphasize the importance of executing creative, fan-focused strategies that resonate with shoppers and deliver results.
What This Means for CPG Brands
Our first matchup was all in good fun, but it highlights an important trend: CPG brands are leveraging college football season to connect with consumers. Promotions tied to local teams can drive sales and create memorable shopping experiences. However, missed opportunities, like the absence of SMU-branded displays, underscore the need for brands to ensure their strategies align with local consumer passions.
This is where iVueit shines. Through our real-time photo and survey data, brands can monitor in-store trends, verify displays, and gauge the effectiveness of promotions. Whether it’s ensuring products are stocked and merchandised or measuring team spirit in college towns, our Vuer network delivers the insights brands need to stay ahead of the competition.
Looking Ahead Through the Playoff Series
We’re just getting started with our football-themed campaign! As more college football rivalries unfold, so too will the matchups in local stores. Stay tuned for our next report, where we’ll pit a couple other pairs of college towns against each other and dive deeper into how CPG brands are scoring touchdowns—or fumbling the ball—this season. If you’re a brand looking to keep your promotional playbook sharp, iVueit can help you stay ahead of the game. Let’s make your next campaign a winning one!
Get on-site data collection at any location across the US in under 24 hours. Contact our team today at sales@ivueit.com.
