Zehnder Communications, Inc

AllState Sugar Bowl Campaign

Behind the legendary Sugar Bowl game is an organization working year-round to support the greater New Orleans economy, generating roughly $2.4 billion for education, parks, hospitals, and more.

Industry

Travel & Hospitality

Services

Brand Strategy

Creative

Digital Development

Digital Marketing

PR / Crisis Communications

Media

Social Media

The Challenge

On January 1, 2024, the Allstate Sugar Bowl celebrated its 90th anniversary, hosting the annual Sugar Bowl Classic in the New Orleans Caesars Superdome. To commemorate this milestone, the Sugar Bowl wanted to launch a regional initiative showcasing the impact of the organization on New Orleans and Louisiana at large. Zehnder was tasked with developing a campaign to inspire a sense of ownership and civic pride, driving fundraising efforts.

The Strategy

Zehnder developed the tagline “Keep New Orleans Sweet,” speaking to the city’s iconic cuisine and hospitality. Videos showed sweetness playing a literal and metaphorical role in the culture. The campaign launched with a multi-media effort including videos, connected TV, programmatic display advertising, statewide billboards, public relations, custom web, and social media.

The Results

1,493,964

Facebook and Instagram impressions

416,853

LinkedIn impressions

10,206,092

Outdoor Billboard impressions

More About Allstate Sugar Bowl

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