General Mills and Meijer Partner on Home Tailgates, Including U-M’s Big House

General Mills is introducing a new way to be part of a tailgate with the launch of the virtual “homegate” through its Tailgate Nation program, which was created in partnership with Meijer Inc. in Walker (near Grand Rapids).
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Meijer and General Mills are partnering on a "homegate" at-home tailgating programs. // Courtesy of Meijer
Meijer and General Mills are partnering on a “homegate” at-home tailgating programs. // Courtesy of General Mills

General Mills is introducing a new way to be part of a tailgate with the launch of the virtual “homegate” through its Tailgate Nation program, which was created in partnership with Meijer Inc. in Walker (near Grand Rapids).

The two companies plan to bring the gameday excitement straight to fans at home, allowing college football and food enthusiasts to engage in the pre-game excitement of a tailgate through an interactive virtual kitchen and backyard, as well as a tailgate outside The Big House, the football stadium for the University of Michigan in Ann Arbor.

“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,” says 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 experience, created in partnership with experiential e-commerce platform Obsess, lets college football fans and shoppers download tailgate-inspired recipes, watch videos, and test their college football rivalry knowledge with gameday quizzes.

Users can browse and shop tailgating staples from Meijer and General Mills brands, including Betty Crocker, Totino’s, Chex, Chex Mix, Old El Paso, Gardetto’s, Bugles, Cinnamon Toast Crunch, Honey Nut Cheerios, Nature Valley, and Cheerios Oat Crunch.

Tailgate Nation is a signature program from General Mills that brings gameday traditions, food, and support for favorite college football teams to fans across the country. Tailgate Nation will also show up in Meijer stores in Michigan, Illinois, Kentucky, Ohio, Indiana, and Wisconsin, with several General Mills brands and products featured at stores throughout the college football season as part of #TailgateNation.

Shoppers who purchase four participating General Mills products and submit their receipt by December 11th will receive a $50 off code to Fanatics.com. Visit the official Tailgate Nation website for full offer details, participating products and terms and conditions. The Virtual Tailgate Nation Experience is open now until October 16.

To kick off a virtual homegate, visit here and to learn more, visit here.

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