TUMS Unveils Food Match Cup with Global Mashup Recipes and Five-City Tour
HLN•TUMS launched its Food Match Cup campaign featuring mashup recipes like Plantain Dog and Kimchi Carnitas Tacos plus a daily sweepstakes awarding U.S. Soccer merchandise and a $200 Ticketmaster e-gift card. The promotion also rolls out a food truck tour in five cities: LA, Houston, Kansas City, Dallas and NYC.
1. Campaign Overview
TUMS has introduced the Food Match Cup, a campaign blending global soccer fandom with food culture. It showcases inventive mashup recipes—such as the USA-Paraguay Plantain Dog and Korean-Mexican Kimchi Carnitas Tacos—paired with heartburn relief to keep fans focused on match action.
2. Sweepstakes and Rewards
Consumers can visit TUMSFoodMatchCup.com to spin a daily wheel unlocking new recipe mashups inspired by competing countries. Each spin enters fans to win U.S. Soccer merchandise, exclusive TUMS savings and a grand prize $200 Ticketmaster e-gift card for live match tickets.
3. Food Truck Tour Details
The campaign’s food truck will make 14 stops across five major markets: Los Angeles, Houston, Kansas City, Dallas and New York City. Stops include retailer locations like Walmart and Kroger, plus the Pre-Match Hospitality event at MetLife Stadium, offering free samples and interactive experiences.
4. Brand Impact and Outlook
Leveraging its U.S. Soccer partnership, TUMS aims to deepen consumer engagement during a major sporting event. The activation could drive incremental sales and reinforce Haleon’s OTC portfolio by associating the TUMS brand with memorable fan experiences and practical relief solutions.
