Since Apple Music took over sponsorship of the Super Bowl Halftime Show with 2023’s game, former longtime sponsor Pepsi has been searching for a suitable substitute.
With the brand’s recent marketing focus on food pairings, and this year’s Super Bowl locale one of America’s premier food cities, Pepsi decided to host an event honoring New Orlean's food culture in the lead up to the 2025 Super Bowl on Feb. 9.
One event at the center of the celebration is the “Super Bowl Boil,” an event which will crown one local establishment as serving up the best seafood boil in the Big Easy. Fans can vote for their favorite seafood boil from a list of participating restaurants ahead of Super Bowl weekend, and attempt to score free tickets to the final event, via a dedicated webpage.
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On Feb. 7, two finalists will face off -- presenting dishes to a panel of judges that includes including Super Bowl LVI Andrew Whitworth. In addition to bragging rights for cooking up the city’s best seafood boil, the winner will also receive $10,000 and a “free lunch” event for its customers, courtesy of Pepsi.
In a statement, Pepsi Beverages North America (PBNA) South Division president Heather Hoytink said the company created the event “in “support of local restauranteurs and restaurant workers,” while calling New Orleans “one of the most vibrant culinary cities in the South.”
That actually might be underselling the city’s culinary culture, according to Tripadvisor’s recently published “Seasonal Travel Index,” which gave New Orleans the number-one spot on its list of U.S. “Food Destinations.” It was the only city in the country to crack the list of the top 10 in the world (at number eight).
There’s plenty at the “Pepsi NOLA Eats Fest” beyond the big boil bonanza, too. From Feb. 7 through Feb. 8 Action Bronson will host “The Best Bites of NOLA” at the festival.
The event will showcase food from 10 top local restaurants – including Boswell’s Jamaican Grill, Joe’s Italian Bistro, Los Jefes, and Jay’s BBQ – as well as featuring Pepsi-inspired cocktails, and performances, by local brass brands, DJs, and musical artists including rapper/DJ/producer Mannie Fresh.
During the same period, Pepsi will also host a Pepsi Drips pop-up event giving fans a chance to try new flavor offerings. According to Pepsi, this will include nine “handmade beverages,” three of which feature “NOLA-exclusive recipes inspired by the city’s culinary and cultural footprint” –specifically, Pepsi Praline for Ya, Dew Dirty Gator, and Starry Berry Beads.
“From Cajun seasoning to seafood boils, we’re here to spotlight the delicious dishes the city’s local restaurants have to offer on game day and beyond, and how enjoying them with a Pepsi unlocks even more flavor,” PepsiCo Away From Home CMO Scott Finlow said in a statement.