Gold Star Reaches New Heights With Cincinnati Bengals Partnership

By: Gold Star Chili | 1 Shares 194 Reads

April 26, 2022 // Franchising.com // Gold Star is the official chili sponsor of the Cincinnati Bengals - so you can imagine the excitement when the Bengals were in the big game for the first time in 30 years at the beginning of 2022. Even though the outcome wasn’t exactly what Bengals fans were hoping for, Gold Star did an incredible job leveraging their partnership with the organization - strengthening the brand’s positioning and driving customers through franchisees’ doors.

Gold Star Dishes Deals and Promotions

Gold Star pulled out all of the stops when the Bengals made it all the way, offering fans many opportunities to enjoy their product while celebrating the big game. Starting in the regular season, but graciously extended into the playoffs was the “Who Dey Way” promotion. When the Bengals won, guests could cash in on a buy-one, get-one free 3-, 4- or 5-way of any size deal.

“When the Bengals continued to play well, we thought it was only fair to continue the promotion - even into the playoff season,” said GSR Brands Franchise Director, Samir Daoud. “Our customers love the BOGO offer and it drives business for our franchisees. It just made sense to extend the promo.”

Once the Bengals had made it to the final face off, Gold Star brought in the commemorative tumbler cup promotion. Customers had the chance to score one of these cups with the purchase of a Coney Crate (10 perfect Gold Star Cheese Coneys) for just $20.22. Those who got their hands on one of the tumblers enjoyed FREE Pepsi Product refills the entire month of February.

“It was important for us to roll out the commemorative tumbler cup, not just for customers but for our franchise partners” said Daoud. “We wanted everyone to be even more excited about the big game than they already were. Even if things didn’t go our way, the Bengals made their first appearance in 30 years this year - that’s HUGE! We felt it was imperative as partners of the Bengals to really hype them up as well as provide an opportunity to celebrate with the fans. Customers got free refills and franchisees got extra foot traffic. Everyone was winning.”

In honor of the Bengals legendary season, Gold Star offered a final Who Dey Ways promotion of a free regular or super 3-, 4- or 5-Way with the purchase of any regular or super 3-, 4- or 5-Way. In light of the Bengals loss, it was a final show of postseason love to the team, the fans, and franchisees. “Although not as great as bringing home the trophy, we felt the season still needed to be celebrated,” said Daoud.

Philanthropy In Good Sportsmanship

Gold Star, in conjunction with Pepsi, had the opportunity to surprise a 10-year old Bengals “super fan” with four FREE tickets to the big game. Covering all travel and lodging expenses in addition to the tickets, River Blank and his family were able to go to SoFi Stadium and watch the game live and in person. At infancy, River was diagnosed with a rare condition called infantile scoliosis and has been receiving treatment for most of his life.

“The strength and inspiration he provides to anybody who takes the time to get to know him is pretty amazing,” said Roger David, CEO and President of GSR Brands. “The support he has from his parents has been tremendous. They’re a great family. So why not celebrate a great family?”

Even after the game - and the less than favorable results - River was still in awe of his experience in Los Angeles. A huge morale booster when going into his next surgery consultation at the beginning of March. While River melted the country’s hearts, there’s a lot people can learn from him as well. River’s father, Travis Blank, puts it best, “Live your best life,” Blank said. “Make every day count.”

The Power In Partnerships/Sponsorships

Through multiple media appearances, Gold Star garnered an audience reach of 892.6 million over the course of the Bengals postseason. This number does not include regular season audience reach; however, the brand did experience higher regular season reach than in previous years.

“Our partnership with the Bengals is incredible, and we’re honored to have the title ‘Official Chili of the Cincinnati Bengals,’” said David. “We’re able to do amazing things, like sending a super fan 10-year old and his family to the game. The Bengals are a strong partner to our brand. We’re grateful to the opportunities it brings us and our franchisees.”

The improved regular and postseason media numbers are no doubt in correlation with the Bengals history-making season. The impressive audience reach and the mouth watering promotions aided in driving more customers to Gold Star locations.

“The last couple of years have been hard on everyone,” said David. “We hope that our efforts during both the regular and postseason have really helped our loyal consumers as well as franchise locations. They make this brand what it is and we couldn’t do any of this without them.”

SOURCE Gold Star

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