How Chomps Made Its Thursday Night Football Ad Pay Off in Sales, Not Just Awareness
Tinuiti connected premium video, a frictionless path to purchase, and closed-loop measurement to help Chomps turn a Thursday Night Football brand moment into measurable consumer action.
The Challenge
As Chomps, a fast-growing better-for-you meat snack brand, expanded across retail and Amazon, it wanted high-impact media moments that could introduce it to broader audiences. But the team wasn’t interested in awareness for awareness’s sake. Before investing heavily in live sports, Chomps needed confidence that the exposure could be connected to consumer action and meaningful business results.
Thursday Night Football offered the reach Chomps wanted. The challenge was building a strategy that could make that reach measurable—and give the team a stronger basis for future media investment decisions.
Results
+91%
Increase in units sold during the TNF season opener compared with the previous week
+124%
Increase in units sold during the early Black Friday activation compared with the same day the previous week
2X
Sales spike during TNF games vs. the hour leading up to kickoff
98%
of TNF conversions were in-store
The strategy
Most brands treat live sports as a reach buy and hope the impact eventually appears in sales. Tinuiti designed the experience around the way consumers actually move: from passive viewing to active consideration—or directly to an Amazon cart—in a single moment.
Thursday Night Football gave Chomps a premium opportunity to reach a large, highly engaged audience. Interactive Video Ads added a commerce layer, allowing interested viewers to place Chomps products in their Amazon carts directly through the television experience. Amazon Marketing Cloud and omnichannel measurement then helped the team evaluate what happened after exposure and connect the campaign to broader performance signals.
Together, those elements gave Chomps more than a high-profile media moment. They created a clear line between brand exposure, consumer response, and business performance—making it possible to assess the value of the investment with greater confidence.
As we grow our top of funnel investment strategy, we realized that we needed to have some high-impact moments in the strategy. Thursday Night Football is unique in the NFL investment because you can follow the shopper journey all the way through with the Amazon connection.
Kaitlyn Fundakowski
VP, E-Commerce & Digital Marketing, Chomps
Why it Matters
For Chomps, the campaign provided evidence that a major brand-building investment could be evaluated with the same discipline expected of performance media. The team could pursue broader reach without losing sight of how the investment influenced consumer behavior and sales.
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