Challenge: With Super Bowl LII coming to Minneapolis, Cub Foods faced increased competitive pressure to attract more of the elusive millennial segment and keep them coming back throughout the football season. They knew that if they were going to win over the hearts and minds of these online-loving shoppers, they needed to create something as exciting as the Big Game itself.

Solution: Mondelēz and Coca-Cola teamed up to create an omni-channel activation with the ultimate Game Day Tailgate Zone in Cub Foods’ parking lots throughout football season… because where else but in the “Bold North” would you dare to have an outdoor tailgate in sub-zero conditions?