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NFL Content Series Seeks Connections Through Latin Cuisine
Tailgating never tasted so good
NFL food culture comes into focus in a new content series as the league seeks to tap into the Hispanic market.
“Holding the Line” marks a partnership between the NFL, Pepsi and Remezcla Media Group. They aim to tell a cultural story while bringing Latino flavors to NFL stadiums.
The effort is the first to launch from the newly-established partnership between the NFL and Remezcla as visibility of Latin players grows along with the league’s presence in Mexico, Brazil and Spain. Pepsi is the first brand collaboration stemming from that partnership.
The series consists of three episodes showcasing chefs Anastacia, Octavio and Jhonny. They fire up recipes that provide a fresh take on tailgating fare.
“Similar to the NFL’s offensive and defensive lines, where players in the trenches carry the crucial responsibility of controlling the game’s flow, these line cooks are the unsung heroes who manage the pace of the kitchen. They take care of the chefs, prepping dish after dish to keep the culinary show running smoothly,” says Sonia Riojas, VP of Hispanic Strategy at RMG.
All three chefs have diverse backgrounds. Based in Texas, Anastacia is famed for infusing her Mexican roots into her dishes. Octavio, a lawyer from Mexico City, introduces ceviche to the tailgating experience. And Jhonny, a Venezuelan entrepreneur based in Miami, runs a pop-up restaurant blending Latin flavors with Asian ingredients.
Pepsi, the official soft drink of the NFL, features prominently, of course. The campaign, celebrates how Pepsi gives fans permission to enjoy meaningful food moments “free from constraints, embracing the joy of sharing food, culture and celebration,” says Riojas.
The series of brief videos, each running about 4 minutes—as well as shorter cuts for Instagram—will be promoted across Remezcla’s social handles, as well as on Remezcla’s YouTube channel. The clips will also run on @MundoNFL and @YoJessica Flores (the latter serves as series host).
