OAKBROOK TERRACE, Ill. -- While beverages, snacks and candy tend to be the most valuable players in the Super Bowl ad roster in terms of categories relevant to the convenience-store industry, food isn’t far behind.
- Click here to view Steve Holtz’s take on the Super Bowl 50 beverage ads.
For Super Bowl 50, one company owned the field as far as food was concerned. Quick-service restaurant (QSR) company Yum Brands Inc., Louisville, Ky., put its money and creative efforts behind two big reveals during the Big Game.
For the weeks ahead of the game, Taco Bell teased the introduction of a new mystery menu item, and KFC hinted that Saturday Night Live alum Norm MacDonald’s Colonel was about to get a pink slip.
Here’s a look at those foodservice ads (spoiler alert!):
KFC
In this pre-game ad, current colonel Norm MacDonald (the second after fellow SNL alum Darrell Hammond) passes the drumstick to fellow comedian Jim Gaffigan.
Points for the unexpectedly inspired choice of (junk) foodie Gaffigan. (Many were expecting Will Ferrell. We were hoping for Bill Clinton or Donald Trump.)
Fumble, because after the brilliant “Newhart”-style reveal, the rest was downhill.
Did it make us want to try the product? Yes, but only if Colonel Sanders says “Hot Pocket.”
Taco Bell
With its first-quarter ad, Taco Bell unveiled the “Quesalupa,” a taco with a cheese-filled shell.
Point for having the cojones to claim that the announcement would be the “biggest food innovation yet.”
Fumble, because nobody really believed it.
Extra point for the greatest cameo of all the 2016 Super Bowl 50 ads--George “Mr. Sulu” Takei, laughing demonically (“Oh my!”).
Did it make us want to try the product? Yes, but only for the curiosity factor.
Heinz
And on the condiment front, Heinz fielded "Wiener Stampede" in the third quarter.
Points for using Harry Nilsson’s kitschy but memorable 1972 hit “Without You.”
Fumble for obscuring brand awareness with a distracting gimmick and for suggesting anyone put ketchup on a hot dog--or a hot dog on ketchup.
Did it make us want to try the product? No, not any more so than we already would have anyway.
Meanwhile, convenience-store chains Rutter's Farm Stores and Sheetz Inc. both ran regional foodservice ads during Sunday's Super Bowl 50.
Click here to see how you think they stacked up against the national ads.
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