Making Football Season a Little Sweeter with Nothing Bundt Cakes

With touchdowns, rivalries, and tailgates, football is truly amazing. But, as with most things, we thought it would be better with frosting.  

We partnered with Nothing Bundt Cakes to launch the “Football Needs Frosting” campaign — a fully integrated marketing effort that blended cultural relevance with crave-worthy creativity. The centerpiece? A limited-edition SNICKERS®-inspired Bundt cake that brought game-day indulgence to life, supported by a commercial partnership with sports broadcaster Erin Andrews that connected the brand directly to football fans everywhere. 

To deepen engagement, we layered in a national sweepstakes that sent one lucky guest to the Super Bowl, pairing bold creative with thoughtful strategy and media execution. 

The campaign also earned an Honorable Mention MarCom Award from the Association of Marketing and Communication Professionals for making football even sweeter.  

At Crawford in Greenville, South Carolina, we love finding a sweet spot where culture and brands collide. A game-day moment turned into meaningful brand engagement, because thoughtfully crafted campaigns and experiences make brands stand out.