Super Bowl LX is less than a week away, and companies across the food and beverage landscape are getting in on the action.
CPG companies, last-mile delivery services, grocers and digital coupon manufacturers are competing in a head-to-head battle to grab consumers’ attention.
TV and social media videos, sweepstakes, new product launches and Super Bowl sales are flooding the internet, but one clear winner has emerged even before kickoff: chicken wings.
Chicken wings dominate
Buffalo chicken dip dominated search results as the top Super Bowl snack in 31 states, according to an analysis by Coffeeness, a German coffee review website. The popular dip used to spice up Buffalo chicken wings far outranked the remainder of snack options for the game, which included chocolate chip cookies (eight states), quesadillas (six states), crab rangoon and popcorn (two states each).
DoorDash confirmed the wing craze in its Big Game Food Trends report, noting that Super Bowl Sunday is the biggest day of the year for restaurant chicken wing orders.
A total of 639,000 wing orders were placed during the 2025 Super Bowl, DoorDash noted. “At an estimated six wings per order, that’s over 3.8 million wings, enough to give every resident of Buffalo, NY (the birthplace of Buffalo wings), about 14 wings each,” the delivery service said.
It’s go time for the National Chicken Council (NCC) trade association, which reports that during the 4-week playoffs period, chicken wings unit sales surged by 19.8% year over year and spending jumped 11.4%.
The NCC’s annual Chicken Wing Report estimates that Americans will eat 1.48 billion chicken wings during the Super Bowl, up by about 10 million from last year’s game.
“Laid end to end, they’d stretch roughly 27 times from Gillette Stadium in Foxborough, Mass., to Lumen Field in Seattle, Wash.,” according to the NCC. “They’d circle the planet almost three times, like a crispy equator.”
Chicken wings are expected to cost nearly 25% more than they did last year, according to FinanceBuzz. Total costs for a Super Bowl party are up 44% from 2020, FinanceBuzz added.
The fierce competition on chicken wings also is making its way into the advertising extravaganza in the lead up to the nation’s biggest sports event of the year.
Perdue Chicken launched its “Next Best Wing” campaign to https://www.globenewswire.com/news-release/2026/01/27/3226824/0/en/PERDUE-CRASHES-BUFFALO-TO-DECLARE-ITSELF-THE-NEXT-BEST-WING.html its Air Fryer Ready Crispy Wings
“As part of a playful yet earnest new campaign set in Buffalo, Perdue enlisted a cast that included Buffalonians and New Yorkers with ties to the city to give their take on Perdue’s industry-first air fryer-ready wings,” Perdue said in its Jan. 27 announcement. “Even Buffalo football player and hometown hero Joe Andreessen weighed in with his thoughts.”
Big ads from big manufacturers
Although the Perdue ad will not air during the Super Bowl, it’s among the many campaigns timed to the game.
This year, a 30-second commercial costs $8 million, according to AdWeek, and companies already have begun teasing their campaigns on social media and YouTube.
Mars, Inc. recruited Lord of the Rings star Elijah Wood to promote its partnership with last-mile delivery service Gopuff, which is offering a Big Game Bundle for Super Bowl parties.
Mondelēz International also is teasing its Super Bowl ad campaign that features former Saturday Night Live cast member Bowen Yang. In the teaser, the famously “salty” Yang is relaxing on a beach following his departure from SNL in December and becomes perturbed when his peace and quiet is interrupted.
It’s not just candy and salty snacks looking to put their products in front of millions of viewers – Danone North America is featuring its “The Big Hill” ad with actor Kathryn Hahn and Heisman Trophy winner and NFL running back Derrick Henry.
In the ad, Hahn uses super-human strength to push a stalled San Francisco trolley cart and tells Henry, “Hold my Oikos.” The ad will only run on the NBC-owned Peacock streaming network during the game, according to AdWeek.
A touchdown for rewards apps?
Rewards apps like Ibotta and Fetch are weighing in on buyer preference this year, illustrating their understanding of the market based on their deep well of customer data.
Fetch, which rewards its users for sharing snapshots of their receipts, said in a recent report that veggie trays are “crashing the party” during the Super Bowl.
“Sports season is supposed to be a lawless land of cheese and carbs. But somewhere between kickoff and halftime, people decided their buffalo wings needed a responsible chaperone,” the company said.
Ibotta CRO Chris Riedy said Ibotta is seeing a strong desire from consumers seeking better-for-you products.
“We are absolutely seeing health conscious consumers leaning into products like the yogurts, the Chomps, the high-protein, and then also the non-alcoholic beer, which has proven to be really popular,” he said.
He added that value also matters to consumers, noting that rewards apps like Ibotta encourage consumers with cash back deals while they’re in the shopping aisles.
“Why would you do all of the upper and middle funnel advertising, driving the branding and awareness without pulling through with the offer? Because so many consumers are so value conscious, I think marrying those things together – the companies that do that really well – those are the companies that will win,” he said.
