Major food brands are looking to capitalize on Super Bowl LV, not only by the amount of snacking and food delivery orders we’ll be doing from the comforts of our own home due to COVID-19, but also on screen in those primetime ad spots.
Cheetos (PEP) Crunch Pop Mix is already stealing the spotlight with its ad ‘Cheetos, It Wasn’t Me,’ featuring celebrity couple Ashton Kutcher, Mila Kunis and Shaggy. Cheetos is not only using this an opportunity to debut its newest innovative snack, Cheetos Crunch Pop Mix (a blend of both popcorn and its classic Cheetos), but it also marks the 20th anniversary of the hit “It Wasn’t Me.”
The 1-minute commercial is already drawing lots of attention on social media.
Mars Incorporated, which got lots of attention for its Snickers ad in Super Bowl LIV, hopes to take a more humorous approach to this year’s big game with its commercial M&M'S "Come Together.” This 30 second ad spot pokes fun at the “Karen’s” of the world, a viral meme, then uses M&M'S Chocolate to diffuse the various situations. Mars also rolled out the red carpet to Emmy award-winning actor Dan Levy in the commercial, alongside M&M’s ‘spokescandies’ – Ms. Green, Ms. Brown and Red for the last 12 seconds of the commercial.
Meanwhile, Anheuser-Busch and Chipotle are stepping into the Big Game ad arena for the first time.
Anheuser-Busch (BUD) aims to pull at consumers’ heart strings with its commercial “Let’s grab a beer.” The 90-second ad spot aims to “remind everyone of the meaningful moments” that happen when you grab a beer.
“In the end, this ad is really about the role the beer category plays in people’s lives. Now more than ever, it’s become clear just how much people miss getting together,” Marcel Marcondes, Anheuser-Busch CMO said in a release.
Chipotle (CMG) is entering game day with a more informative approach.
The 30-second commercial titled “Can a Burrito Change the World?,” follows a young boy asking that exact question, while highlighting the impact Chipotle’s ‘Food with Integrity’ standards like reducing carbon emissions, saving water, and supporting local, could have on the world and future generations.
To capitalize on this commercial, the fast-food chain is also donating $1 from every delivery order on game day to the National Young Farmers Coalition.
As far as the cost for these prime-time ad spots, it does not come cheap.
Allen Adamson, Metaforce Co-founder and NYU Stern Adjunct, told Yahoo Finance it could “vary anywhere from half a million to two and a half million dollars for the average ad,” depending on its length and which quarter it debuts in.
However, it could cost more due to “COVID-19 era production,” he said “add another million or million and a half...the final price tag could easily top $7 million just for one spot.”
Brooke DiPalma is a producer and reporter for Yahoo Finance. Follow her on Twitter at @BrookeDiPalma.