• by Steve Ellwanger , June 30, 2021

While there will be plenty of Independence Day fireworks displays this year, very few CPG and QSR brands are rising to the occasion.

Coca-Cola, PeaTos, Tostitos, Sonic Drive-In and Chipotle Mexican Grill are in a distinct minority when it comes to July 4 campaigns.

To retail specialist Jake Bolling, even though COVID-19 socializing restrictions have been on the wane, the pandemic is still influencing marketers’ priorities.

“The short answer is the supply chain,” Bolling, who is co-founder and CEO of Skupos, the convenience-store-focused data platform, tells Marketing Daily.

“While the 4^Th is normally a big holiday for CPG brands to drive additional revenue and larger basket sizes, 2021 has presented many challenges from labor shortages to rising costs of raw materials.

“With an unpredictable supply chain, brands are having to rethink some of their traditional marketing tactics and seasonal campaigns—reallocating their trade marketing spend to channels or programs that will make the most impact given current constraints."

Coca-Cola will have a ringside seat for fireworks and other festivities by virtue of the Coca-Cola July 4^th Fest at 11 Six Flags theme parks.

To mark the occasion, Coca-Cola has concocted what it calls the Star-Spangled Spritzer—a Sprite-infused beverage available exclusively at Six Flags during the July 2-4 event.

Holiday revelers can obtain 50% discounts on single-day Six Flags admission tickets by visiting the company’s website and using the promo code COKE.

Pea-based snack brand PeaTos is marking the holiday by launching three crunchy, tortilla-style chips. It’s a continuation of the brand’s mimicking and mocking of competing Frito-Lay snacks.

In this case, the target is “the Frito Lay crown jewel, Doritos,” PeaTos said in a news release.

Previously, PeaTos has taken on Cheetos and Funyuns by substituting peas and other ingredients for corn-based standards and calling its offerings “junk food without the junk.”

Frito-Lay’s Tostitos is taking a less-confrontational approach to July 4 by partnering with celebrity chef Carla Hall, who will share recipes for how to use holiday leftovers.

Dubbed “Next Day Delicious,” it’s an extension of Tostitos’ “For The Love Of Chips And Dip” campaign. Recipe examples include such leftovers mashups as marshmallow and habanero-flavored Tostitos and chip-encased hot dogs.

Chipotle is supporting the Folds of Honor organization—which assists families of military personnel—with a “Round Up For Real Change” initiative.

From July 1-14, Chipotle customers can round up their charge to the next-highest dollar amount.

Folds of Honor funds $5,000 college scholarships to families of America's fallen and disabled service-members. The program's scholarships primarily go to high school seniors across the country.

Sonic is marking July 4 and summertime with a limited-time red, white and blue Slush Float. It consists of a layer of blue raspberry slush beneath white ice cream topped off with a layer of strawberries.