Hasta La Creative!

Super Bowl viewers are about to get a serious case of the munchies. There are more packaged food and beverage companies advertising during the game than in any year since at least 2003, according to Ad Age research.

“We are not being righteous,” Mr. McGuinness added. The goal is to raise the profile of a brand that is the top-selling Greek yogurt and yet still has relatively low awareness, he said.

H.J. Heinz Co., which last advertised in the game 16 years ago, is trying to squeeze more growth out of the mature ketchup category. In the past 10 years the percentage of hot dog, hamburger and french fry eatings that includes ketchup has fallen by about 3% on average, according to the brand.

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