The Challenge

How to cost-effectively and easily execute an activation strategy at a national level when most activations up to that point required marketer buy-in and investment at the local level.


The Opportunity

Tapping into fans’ love for tailgating, the foodie movement, and popular cooking shows, we created the Game Day Chef Challenge.

This program was designed to connect with fans on an emotional basis, drive fuel and convenience store sales, and encourage repeat visits—all while generating excitement around the Chevron and Texaco brand.

The Activation

The Game Day Chef Challenge was launched in Fall 2014. Participants were asked to create their best game day recipe using at least one food or beverage item from a Chevron or Texaco station and submit a photo of their dish on the Game Day Chef website. The challenge included selecting fans to compete in five different regional cook-offs on the west coast with the grand finale cook-off taking place at the Rose Bowl Game with a Grand Prize of $25,000.

The Result

In two football seasons, the Game Day Chef Challenge hosted competitions across 13 college and pro football stadiums and generated more than 100 million impressions for our client. All that on top of finding the nation’s best tailgating chefs,  giving away over $50,000 in prizes at the Rose Bowl, and creating lasting memories for everyone who participated.