Bako Sweet’s returning game day promotion helps retailers win big during tailgating season

The point-of-sale shippers turn retail aisles into a grab-and-go destination with football-themed packaging available in both organic and conventional options. Now in its second year, Bako Sweet is kicking off its Game Day promotion designed to capture shopper attention during the highest consumption season of the year.

The promotion runs September through October. “Last year’s Game Day promotion delivered a +73 percent lift on in-store sales,” explains Susan Noritake, vice president of sales and marketing at Bako Sweet. “This successful promotion educates shoppers on how to utilize sweet potatoes for entertainment and shows their range with countless tailgating recipes.”

Bako Sweet’s Game Day promotion features eye-catching, in-store displays designed with inspiration from America’s 250th birthday. Promoted SKUs include 4-pack trays; 3 and 5 lb. mesh bags; and Single Sweets wrapped in football-themed packaging that are washed and ready to microwave.

The promotion is designed to help retailers grow their sweet potato category and increase basket size by inspiring shoppers with new consumption occasions to drive impulse purchases. Bako Sweet is the leading sweet potato brand in the West and is driving category growth. Overall, sweet potatoes continue to outpace both the total produce and potato categories in dollar and pound sales growth across the US and are the number #1 vegetable in absolute dollar growth.

“Sweet potatoes are the latest superfood that pack in nutrients and can be used for an easy recipe swap to turn traditional Game Day food into healthy, tasty alternatives,” said Noritake.

Bako Sweet's game day promotion

To drive shoppers to stores, Bako Sweet will feature exciting tailgating and grilling recipes through social media channels and the website, creating buzz and demand.

Consumers will be looking for the attention-grabbing displays to find their favorite brand of sweet potatoes. Retailers are encouraged to secure orders early to maximize sales during football season. “Retailers can utilize our display shippers and clever packaging to capture shopper attention.

Cross-promoting accompanying recipe ingredients in the display area, such as sauces, cheese and onions, can help boost basket sales. Consumers like convenience, and building a large, central Game Day-themed area to spotlight Bako Sweet sweet potatoes will inspire creative, better-for-you Game Day recipes.