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Super Bowl LIX is still over a month away but Tums has everyone covered until then with an activation that brings together fans of football and gameday bites.

The Haleon heartburn relief brand launched the Tums Fantasy Foodball Pool on Monday.

Created in partnership with DraftKings, the Fantasy Foodball Pool game involves four rounds of fan participation in the lead up to the big game early next month.

Each week, fans will be able to visit the promotion’s website and draft their ideal lineup of food for gameday with a chance at winning a share of $10,000 per round. The top food options were determined via a survey of 2,000 adults describing their ideal gameday bites.

Additionally, there is a specific culinary theme each week, too: tailgate food, spicy food, sweets food and ultimately New Orleans food, paying tribute to the host city for this year’s championship.

Haleon is also hosting an in-person event on January 14 with Vince Wilfork, who won two Super Bowls with the New England Patriots. Wilfork, who hosted NFL Tailgate Takedown on Food Network in 2023, is serving as a brand ambassador for Tums. 

He was featured in a 15-second ad that debuted on Tums’ Instagram page earlier this week.

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This marks the second consecutive year where the Haleon brand has partnered with DraftKings on a food-focused activation ahead of the Super Bowl.

In 2024, the pair teamed up to launch Tums Prop Bites, which encouraged fans to pick which foods are most popular across the country in the lead up to the game.

The two companies also enlisted comedian and talk show host Desus Nice to serve as the Tums Prop Bites Tipster, featuring him in digital and social content to promote the effort. 

The antacids tablet brand is once again seizing an opportunity to promote indigestion relief during a day when millions of Americans indulge in spicy, salty and sweet foods with their families and friends. An estimated one-in-four Americans are affected by indigestion each year. 

With this renewed marketing push, Tums is trying to balance its core product messaging around heartburn relief with a more celebratory, lighthearted tone, according to Patricia Melo, brand director of upper GI at Haleon.

As it relates to this multi-week activation, Melo said Tums learned several lessons from last year’s campaign that it is applying to the Fantasy Foodball Pool.

First, it’s starting this campaign earlier, involving retailers to expand points of interaction with consumers and leveraging an authentic influencer partnership to drive further awareness and engagement.

She added that Tums conducted considerable market research that identified parallels between the social, food-focused nature of football that resonate with its brand messaging.

“We’re trying to bring awareness that, yes, heartburn can be part of life, but you don’t need to suffer — you can take action,” she said. 

The campaign aims to build long-term brand equity with consumers, she noted, which is especially important for consumer health products like Tums.

Key success metrics Melo and the brand team will be following include media impressions, social engagement and growing participation numbers compared to the previous year’s activation.