Jell-O Gives Sports Marketing a Shot With School Brand Molds
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So this year Kraft has expanded the deal to cover more retailers and include 16 additional universities, including LSU, UCLA and Ohio State. Kraft did not release financial terms of the deals, which were brokered by IMG and Learfield Sports, which represents 99 collegiate properties, according to its website. The IMG pacts include Jell-O-branded content on in-stadium video boards and social-media plugs on official university athletic Twitter and Facebook pages, according to IMG.
Jell-O, which has been slumping, could use plenty of school spirit. Sales of all Jell-O brands fell by 8.1% in the 52 weeks ending July 13 to $670.1 million.
“There is clearly a huge passion around college football,” Ms. Fitch said. Fans are looking to show their pride in all sorts of ways, and “this is just a really unique way you can do it at a tailgate or family party,” she said.
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