General Mills Joins Forces with Meijer, E-Com Platform to Unveil Latest Virtual Experience

As football season has arrived, so too has a unique way for consumers to still participate in tailgating. General Mills has introduced a new way to be a part of the tailgate experience with the launch of its first virtual “homegate” through its Tailgate Nation program.

The No. 35 consumer goods company has partnered with Michigan-based retailer Meijer, to bring the gameday excitement straight to football- and food-loving consumers, intended to provide the the pre-game excitement of a tailgate via an interactive virtual kitchen and backyard — as well outside the University of Michigan's football stadium ("The Big House"). 

“We know that food is the centerpiece of a great tailgate, and whether you’re cheering on the players or are simply there to eat, we want fans to be inspired to create their own events, and make them feel part of that gameday excitement,” said Stephanie Larson, shopper marketing senior planner at General Mills. “As traditional tailgating experiences have shifted the past couple of seasons, we’re excited to bring a new way for fans to be part of the tailgate from home with the new Virtual Homegate.”

The virtual experience, created in partnership with experiential e-commerce platform Obsess, provides downloadable tailgate-inspired recipes, as well as videos and college football trivia. Users can also browse and shop tailgating General Mills products from Meijer, including such brands as Betty Crocker, Totinos, Chex, Chex Mix and Old El Paso, among others. 

[See also: CGSM 2021 Is Going Virtual!]

While younger consumers who have grown up with videogames and esports are especially drawn to brands and products they can interact with online in real time, said Obsess founder and CEO Neha Singh, the interactive experience is designed to be enjoyed by all ages. 

General Mills' Tailgate Nation program seeks to provide gameday traditions, food and support for favorite college football teams to fans across the country. It will appear in Meijer stores in Michigan, Illinois, Kentucky, Ohio, Indiana, and Wisconsin, with multiple General Mills brands and products and stores throughout the college football season.