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Homefood and beverageFood marketers offer super samples before Super Bowl

Food marketers offer super samples before Super Bowl

A bevy of big-name marketers are banking that the way to Super Bowl fans' hearts—and wallets—is through their stomachs.

Companies such as Pizza Hut, Papa John's, Dannon Oikos, Campbell Soup and PepsiCo will descend upon Super Bowl-related events in New York and New Jersey this week to hand out free pizza, yogurt, soup—and even wacky food concoctions such as Cherry Pepsi BBQ wings and cupcakes with Mountain Dew and Doritos frosting.

They're all trying to tie-in to the Feb. 2 Big Game, which will be played at the MetLife Stadium in East Rutherford, NJ.

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Some marketers will serve their fare on New York City's Super Bowl Boulevard, which will be a football-themed stretch that cuts through Times Square and down Broadway. There will also be food giveaways at Manhattan's Bryant Park and at the Super Bowl stadium.

Patrick T. Fallon | Bloomberg | Getty Images

The hope is to whet consumer appetite for their products and to build overall brand awareness.

"It's a massive opportunity to sample our new product," says Doug Terfehr, a spokesman for Pizza Hut, which plans to give out about 10,000 slicesof its "hand-tossed pizza" on Wednesday and Thursday.

The fast food chain will take over a 60-foot by 55-foot parking lot in midtown Manhattan for the promotion and will have appearances by guests such as National Football League Quarterback Cam Newton and ESPN commentator Trey Wingo.

Just blocks from there, PepsiCo. will set up a tented entertainment space that will have unique fare made from its myriad products. In addition to the Cherry Pepsi BBQ wings and Mountain Dew and Doritos-flavored cupcakes, there will be Cheetos-and truffle-flavored popcorn and chicken wings made with a Mountain Dew glaze.

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Pepsi didn't have an estimate on how many people will partake in its public offering, but "we're prepared for well into the thousands to go through the tent every day," says Stephen Kalil, PepsiCo. corporate executive research chef. Its #PEPCITY-themed venue will be open Wednesday, Thursday and Saturday.

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