GLAAD partnered with Smartfood for their 2024 Super Bowl LVIII event. Smartfood supported GLAAD's efforts to give representation to the LGBTQIA+ community in sports with an activation that continues to bring to life their long-standing platform, "All Love is Smart Love".
At Smartfood we celebrate, encourage and root for smart choices. Smart choices means supporting your most authentic self in everything you do. That's why at the World's Biggest Tailgate, Smartfood took a spin on the traditional tailgate experience and was the the LGBTQIA+ biggest fan.
With tailgating being an essential part of sports fandom, we knew it was something expected. Smartfood dared the norms a bit and reimagined the tailgate to express and highlight the diversity, inclusiveness and empathy of the LGBTQIA+ community in sports.
At Night of Pride with NFL and GLAAD, Smartfood showed up as their strongest and most diverse team ever and tailgating in our true colors.
Smartfood had an onsite popcorn bar, where attendees could fill up their custom heart shape tin with their favorite flavor of popcorn. Brand ambassadors sported their tailgate colors and funky fun attire. And attendees also walked away with a branded holographic tote bag to carry all their swag gathered throughout the night.
Work done while at Pepsi | Frito-Lay
Design: Christina Villanueva and Claire Mack, Experiential Design: Alina Rodal, Project Manager: McKenzie Whitlow, Design Director: Kevin Reeves and Copywriter: Leirum Rivas.
