Ever since the California Avocado Commission successfully turned guacamole into a football staple during the 1990s, avocados have stood virtually unchallenged as the produce department’s game-day MVP. Now, shifting consumer mindset and innovative produce marketing from Bako Sweet are paving the way for a new contender on game-day menus: the sweet potato.
Traditionally viewed as a seasonal side dish reserved for holiday spreads, sweet potatoes are executing a major shift toward year-round entertainment. To lead the charge, California-based grower-packer-shipper Bako Sweet is rolling out its second-annual Game Day promotion targeting tailgaters from September through October.
Retailers can score big by stocking up on Bako Sweet sweet potatoes. The point-of-sale shippers turn retail aisles into a grab-and-go destination with football-themed packaging available in both organic and conventional options. Now in its second year, Bako Sweet is kicking off its Game Day promotion designed to capture shopper attention during the highest consumption season of the year.
The strategy relies on tapping into younger demographics and shifting daily eating habits.
“I came into this category just over three years ago,” says Susan Noritake, vice president of sales and marketing for Bako Sweet. “It was mostly about bulk sweet potatoes spiking at the holidays. But when you look at the category today, it’s really exciting because it’s such a versatile, healthy product. Historically, shoppers were mostly boomers, so there’s a huge opportunity to bring in younger demographics, including millennials.”
To bridge the gap between wellness trends and Game Day snacking, Bako Sweet focuses heavily on culinary inspiration and convenience. The brand collaborates with chefs and social media influencers to highlight easy tailgating alternatives such as sweet potato fries, chili, tacos and tater tots. The strategy aligns with broader health movements like Whole30, as consumers seek nutrient-dense, whole-food swaps for traditional bread and heavily processed snacks.
The approach is already yielding considerable results at retail. During its inaugural run last year, Bako Sweet’s Game Day promotion delivered an impressive 73% lift in in-store sales. The promotion relies on football-themed, microwavable “Single Sweets,” value-added mesh bags and eye-catching point-of-sale shipper displays designed to spark impulse buys and increase shopping basket sizes.
“We were confident it would be successful if we partnered closely with our retailers,” Noritake says of the sales surge. “Retailers that lean in the most place our shipper bins in secondary locations or create larger displays that grab shopper attention. This is also the time of year we transition to special seasonal packaging featuring footballs and goalposts to make the product fun.”
For this season, the shipper displays feature redesigned graphics celebrating America’s 250th birthday alongside integrated QR codes linking directly to tailgating recipes.
To drive shoppers to stores, Bako Sweet will feature exciting tailgating and grilling recipes through social media channels and its website, creating buzz and demand. Consumers will be looking for the attention-grabbing displays to find their favorite brand of sweet potatoes. Retailers are encouraged to secure orders early to maximize sales during football season.
“Retailers can utilize our display shippers and clever packaging to capture shopper attention,” Noritake says. “Cross-promoting accompanying recipe ingredients in the display area, such as sauces, cheese and onions, can help boost basket sales. Consumers like convenience and building a large, central Game Day-themed area to spotlight Bako Sweet sweet potatoes will inspire creative, better-for-you Game Day recipes.”
Market data underscores this momentum, showing that sweet potatoes are currently the top vegetable in absolute dollar growth and continue to outpace both the general potato category and total produce in sales growth nationwide. With convenience packaging driving sales velocity and superfood trends showing no signs of slowing down, sweet potatoes are proving that football fans are ready for a healthier, versatile alternative on their Game Day menu.
