Case Study

Danica Patrick Celebrates Game Day is Guac Day and the Shamrock Bowl

AKA’s strategy for Wisconsin-based Good Foods, the plant-based dips and dressings company, continues to unlock thousands of connections with consumers, sports fans and retailers.


With their sights set on the Windy City, Good Foods turned to AKA to launch their first-ever sponsorship of the Shamrock Bowl, where Notre Dame would take on the Wisconsin Badgers at Chicago’s Soldier Field. The challenge: generate local and national excitement surrounding Good Food’s sponsorship and presence at the Shamrock Bowl.


Positioned at the entrance to Soldier Field, Good Foods showed fans that “Game Day is Guac Day,” by hosting a pre-game tailgate for fans before heading in to the big game. Good Foods ambassador and former racecar driver, Danica Patrick, served as special guest, helping create authentic connections with fans. This in-person activation, paired with earned media relations, proved to be the winning ticket for Good Foods.

Our Approach

AKA helped Good Foods unlock the value of sports marketing via a full on-site activation, featuring an Instagram-worthy giant avocado, a full breakfast with Good Foods fan-favorite dips, cocktails, games, a live DJ and a special meet and greet with Danica Patrick for a few lucky winners.

AKA amped Good Food’s visibility by pairing the activation with earned media support and social amplification. AKA secured Danica’s spot as the featured celebrity guest on ESPN College GameDay, where she made her weekly picks, while boasting that Game Day is Guac Day with Good Foods. Her College GameDay appearance quickly went viral, exploding on social channels across the country.

Our Proof

AKA’s unique ability to target specific audiences is what makes our activations unique, ensuring brands like Good Foods make the most of their investment. Shamrock Bowl was the number one rated game of the day, reaching 5.6 million television viewers alone.

AKA supported this with a combination of earned and paid distribution, topping 180 million impressions on TV, radio, online and social. Far surpassing the reach of the game itself, this also created a new narrative surrounding Game Day is Guac Day and the Good Foods brand.







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