J&J Snack Foods Corp. is attempting to rise above the brand chatter surrounding the upcoming Super Bowl with a “Superpretzel” activation starring chef Guy Fieri.
“The Awesome Superpretzel Replay” experience, produced by 160over90, pays homage to Fieri’s humble beginnings selling soft pretzels from an “Awesome Pretzel” cart he built with his dad.
This weekend, Fieri will appear alongside a replica vintage cart where he will cook and distribute free Superpretzel Cubanos. These limited-edition treats were developed exclusively by Fieri and J&J to celebrate the Big Game’s host city, Miami, by incorporating key Cubano sandwich ingredients such as ham and cheese.
In addition, Fieri will hand out branded swag and coupons as well as freely lend his mug to selfies and autograph merchandise. The event hopes to become active across social media with the #AwesomeSuperpretzelCart hashtag.
Although Fieri will only appear on Sunday February 2 at the Players Tailgate near the Hard Rock Stadium between 2pm-6:30pm, Superpretzel ambassadors will also be manning his pretzel cart to hand out free samples from 12pm-6pm on Saturday, February 1 at Gramps Miami.