PHILADELPHIA —Digital convenience retailer goPuff released its third annual Brand Bowl Report, detailing how customers reacted to some Super Bowl LIV commercials and what fans ordered most during the game.
The delivery service tracked customer orders for products advertised during the big game and how those ads affected goPuff sales in the minutes after the commercials aired. Percent changes are based on orders one hour before compared to orders in the hour after the commercial aired, according to goPuff.
Orders for game-time favorites such as Doritos, Pepsi and Coke peaked early in the day but decreased after their commercials aired, according to goPuff.
Advertisements for Bud Light, Bud Light Seltzer and Michelob did not seem to immediately affect orders on goPuff, and as a category, goPuff saw orders for alcohol products peak earlier in the day.
Philadelphia-based goPuff delivers thousands of products for a flat $1.95 delivery charge and operates from noon to 4:30 a.m., and 24 hours a day in some markets.
Here’s a look at how some snack products fared …
Pop-Tarts saw a 47% increase in orders in the hour following the brand’s commercial, which featured Netflix’s “Queer Eye” star Johnathan Van Ness promoting Pop-Tarts Pretzel.
The brand, owned by Battle Creek, Mich.-based The Kellogg Co., released its new salty and sweet snack this year. It comes in Chocolate and Cinnamon Sugar flavors.
Pringles orders increased 60% on goPuff immediately following Kellogg’s ad for its classic chips. The Pringles commercial featured Rick, Morty and his sister Summer from Adult Swim’s cartoon “Rick and Morty.”
In 2019, Pringles orders increased 23% after its ad aired during the Super Bowl, according to goPuff.
Orders for Planters products hit a one-year high Jan. 22 on goPuff after the company aired its commercial in which Mr. Peanut “died.”
After the Chicago-based Kraft Heinz brand aired its Super Bowl ad, which showed a resurrected Mr. Peanut in the form of Baby Nut, Planters' sales increased 42%.
Snickers orders on goPuff increased 18% following the airing of its Super Bowl commercial.
The ad declared that “the world is out of sorts” and presented an absurdly satisfying solution—feeding the Earth a Snickers bar to fix it—according to Hackettstown, N.J.-based Mars Wrigley.