Ryan Heidig

SKITTLES is once again using the Super Bowl to test the boundaries of what a commercial can be, announcing a live, in-person activation that will see the brand deliver a Big Game ad starring Elijah Wood directly to one fan’s front door. For 2026, SKITTLES has partnered with instant commerce platform on-demand delivery service Gopuff to bring the idea to life. On February 8th, one selected fan will receive a live SKITTLES commercial performed at their home by Elijah Wood. The announcement is supported by a series of films that introduce the campaign’s creative world. "SKITTLES has always delivered deliciously perplexing experiences to fans, but this year we are bringing the unexpected to fans on game day," said Gabrielle Dallas Wesley, chief marketing officer at Mars Snacking North America. 🔗 To find out more about this campaign from LBB's Addison Capper, click here: https://hubs.la/Q03-Bqfb0

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Zero-proof social tonics are stepping onto some of the biggest stages in live music as Hiyo inks a multi-year partnership and investment deal with Live Nation. 🎵🥂 Under the agreement, Hiyo’s adaptogen- and nootropic-infused social tonics will roll out across Live Nation venues nationwide, tapping into a consumer shift in which the promoter says 60% of attendees already alternate between alcoholic and non-alcoholic drinks. The deal includes an equity stake from Live Nation, which has also backed brands like Liquid Death and Owen’s Craft Mixers, further cementing its push into better-for-you beverage options on-premise. Coming off a $19M funding round and investment from Constellation Brands’ venture arm, Hiyo is positioning its zero-proof lineup at the center of evolving concert-going rituals. 🍹📈 https://lnkd.in/gcRwRbhU #beverages #nonalcoholic #zeroproof #livemusic #CPG #functionalbeverages #investmentnews #onpremise

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A sizzling cheeseburger, a national value deal, and an NFL superstar at the table, this 15 second Applebee’s TVC grabs attention instantly and leaves viewers hungry for more. Applebee’s (part of Dine Brands Global) brings big game energy to its latest Cheesy 2 for 25 spot featuring C.J. Stroud, Houston Texans quarterback, who makes a playful appearance right in the middle of a casual meal scene. It is a smart creative move that ties directly into Applebee’s position as the Official Grill and Bar Sponsor of the National Football League (NFL), blending food passion with football season excitement at exactly the right moment. Our team knows the power of pairing high appetite visuals with cultural relevance. The new Grilled Cheese Cheeseburger becomes the hero of the spot, supported by tight framing, warm lighting, and quick storytelling that does not waste a second. We see this approach deliver impact across food and drink campaigns, especially when a brand makes their menu innovation the star while anchoring the message to a national partnership. As Michelle Chin, Marketing Officer at Applebee’s, shared, “At Applebee’s, we’re providing more options of what our guests already love, our tasty appetizers and signature 2 for 25 deal.” Why this ad works 🍔 Mouthwatering visuals - The hero shots of the Grilled Cheese Cheeseburger highlight melty cheese, toasted bread, and crave worthy textures that make the offer instantly appealing. 🎬 Slow motion emphasis - Subtle slow motion enhances the key food moments, especially the cheese pull, giving viewers a sensory cue that drives appetite. 📖 Engaging storytelling - C.J. Stroud’s unexpected table side moment adds personality, humor, and a touch of star power that elevates the simple value message. 🎶 Music that reinforces the vibe - The upbeat soundtrack keeps the tone friendly and inviting, matching the laid back Applebee’s guest experience. 🌟 Celebrity sports appeal - Featuring C.J. Stroud aligns perfectly with Applebee’s NFL partnership and creates a seamless sports themed connection for viewers. 🎯 Clear and efficient messaging - The narration lands the offer in seconds, making it easy for audiences to remember: one appetizer, two entrees, twenty five dollars. 🚀 Natural call to action - The spot encourages viewers to visit their local Applebee’s to try the new burger while the deal is active, reinforcing value and urgency. This TVC from Applebee's Grill & Bar embodies exactly that promise, showcasing value, flavor, and entertainment in a compact, energetic format. #foodadvertising #advertising #ctv #digitalmarketing #brandstrategy #videomarketing #creativeads

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Earlier this week, players across the US received messages from PokerStars explaining that the brand was being absorbed by its fellow Flutter Entertainment-owned brand, FanDuel, and would relaunch in New Jersey, Pennsylvania, Michigan and Ontario. The deal will hail a new chapter for poker in the US, but some are worried that it may lose its identity in the process. 👉 Read our analysis on https://lnkd.in/eHw3sDG8

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Stanley 1913 is pushing further into sports marketing. With partnerships spanning Lionel Messi and Caitlin Clark, the brand is cementing its place at the intersection of performance, culture, and everyday hydration. It’s a smart play as sports influence continues to drive lifestyle brands. 🔗 Read the full article to see how Stanley is leveling up its sports strategy: https://bit.ly/4aQFH38

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