It's game time — in the grocery aisles.
Hy-Vee, which earlier this year wrested the Chiefs sponsorship title away from Price Chopper, is pouring it on this fall — with dancing to DJs, immense store displays, and Chiefs-related products and promotional events. Plus, all those billboards.
Jon Wendel, senior vice president of marketing for Hy-Vee, said even he was taken aback by the scope of the effort by the West Des Moines-based chain: 27 bright red billboards around town boasting "Hy-Vee: Home of the Chiefs."
"The sponsorship says: We want to be part of your community, and we are here for good," he said.
For nearly 30 years, Price Chopper was the Kansas City Chiefs' official grocery sponsor, playing off the "Chiefs and Chopper" theme, using the Chiefs logo in ads, hawking Wolf Pack deli value meals and hosting guest appearances by players, team owners, broadcasters, cheerleaders and KC Wolf.
But it's not just standing by while Hy-Vee grabs all the glory associated with sponsoring a sports team.
Price Chopper quickly made a play for area college teams and now can use the University of Missouri, the University of Kansas and Kansas State University logos in Kansas City for a limited time.
Read the complete story at kansascity.com