AllState Sugar Bowl Campaign
Industry
Services
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
Dive in with Z
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