For many Hispanic families, NFL game day is about the food as much as the football, and the tailgate is where those traditions come together. Juanita’s Foods wanted to earn a place on that game-day spread, connecting its authentic Mexican products to a moment fans already celebrate. The challenge was to reach fans across multiple markets online and in person, and to show up credibly in a space owned by big sports sponsors.

We built #TailgateConSabor, running from September through November 2023, with each channel playing a distinct role. Partnerships with iHeartMedia and the Los Angeles Chargers brought scale and a prize, powering sweepstakes through iHeart email and Meta ads, plus Chargers display, newsletters, website placements and radio. Creators shared Stories and posts showing Juanita’s as part of their own game-day traditions, supported by Juanita’s paid social across key markets. On the ground, stadium tailgates at SoFi Stadium, AT&T Stadium and Empower Field put nachos and pozole in fans’ hands.

#TailgateConSabor put Juanita’s on the game-day spread, online and in the parking lot. The partner sweepstakes drew strong participation, and traffic to the Juanita’s landing page came evenly from email, Juanita’s social and iHeart paid social, so every channel pulled its weight. iHeart email outperformed industry click-through benchmarks, tailgate fans sampled Juanita’s favorites and took home branded prizes, and the brand’s Instagram community grew significantly compared to the prior period.