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Taste of the NFL

Since 1992, the Taste of the NFL (a 501c3 organization) has rallied the country’s top chefs and the NFL’s greatest players to raise money in support of food banks throughout the United States. To date, Taste of the NFL’s programs and events have raised and donated in excess of $25 million to food banks and nonprofit organizations in the 32 NFL cities, resulting in more than 200 million meals for Americans in need (many of them children and seniors), who have turned to their local food banks for assistance. The season long efforts culminate each year with the Taste of the NFL’s Party with a Purpose®. Held on the eve of Super Bowl, this year’s star-studded fundraising event brings together exceptional cuisine, prominent chefs from around the country, NFL players, coaches, legends and more, all to support the fight against hunger. Learn more about Taste of the NFL at www.TasteoftheNFL.com.

Taste of the NFL Mission

To address the needs of the hungry and homeless by raising awareness and money through special events and programs.

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Case Study: Taste of the NFL

THE OBJECTIVE:

Since 1992, the Taste of the NFL (a 501c3 organization) has rallied the country’s top chefs and the NFL’s greatest players to raise money in support of food banks throughout the United States in two key initiatives:  the Kick Hunger Challenge and Party with a Purpose. To-date, Taste of the NFL’s programs and events have raised and donated in excess of $26 million to food banks and nonprofit organizations in the 32 NFL cities, resulting in $220 million meals for Americans in need.  In 2017, The Brooks Group was hired to build and promote Taste’s 2017 and 2018 events.  We were tasked with generating an array of national consumer, food, sports, philanthropy and lifestyle coverage to increase awareness of the organization’s mission and aid in fundraising efforts.

 

THE STRATEGY:

For over 25 years, Party with a Purpose has been the premier non-profit event of Super Bowl weekend. The 26th year marked a momentous occasion, as it signified the return of Taste of the NFL to its hometown of Minnesota, where the inaugural celebration was held. Capitalizing on the homecoming, The Brooks Group created a strategic plan encompassing season-long local events in Minnesota and recruited celebrity chef talent to lend their voices in support of the organization and the Kick Hunger fundraising platform.

The Brooks Group implemented a multifaceted media relations campaign which included national and regional outreach to each of the 32 NFL cities. Throughout the season, the agency disseminated targeted press releases announcing local events and new event participants, pitched tailgating recipes and tips from chefs and arranged local and national media interviews with chefs, players and the organization’s founder, Wayne Kostroski.

 

THE RESULTS:

The Brooks Groups secured 277 national placements and 112 local placements, amassing a total of 1.4 billion impressions. Further, the coverage helped to elevate awareness of the Kick Hunger Challenge fundraising platform and Taste of the NFL was able raise approximately $1 million dollars, all of which was donated back to food banks in the 32 NFL cities.

The strategic, season-long media campaign yielded multiple national broadcast segments, including chef demonstrations, on shows such as Live with Kelly & Ryan!, Good Morning America and Wendy Williams. In addition, the agency secured an array of long-lead coverage in national lifestyle publications, such as People Magazine and Men’s Health, as well as regional outlets in each of the 32 NFL cities to highlight favorite tailgating recipes from the Taste of the NFL’s talented roster of chefs while emphasizing the work and mission of the organization overall.

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