As the Big Game approaches, Food Club—Topco’s flagship brand and a trusted Exclusive Brand across the AFS network—has turned up the volume (and the heartstrings) on giving back with a campaign that blends pop culture, pantry staples, and purpose. The Boy Band Bake-Off: Big Game Dips Edition brings together familiar faces from *NSYNC and the Backstreet Boys, but the real headliner is the fight against hunger.
In the spotlight are Lance Bass of *NSYNC and A.J. McLean of the Backstreet Boys, who trade microphones for mixing bowls in a kitchen showdown. With *NSYNC’s Chris Kirkpatrick stepping in as referee, the competition pitted these two icons of boy band-dom while highlighting Food Club Fire Roasted Diced Tomatoes and Fire Roasted Diced Tomatoes with Green Chilies. Bass delivered a bold Fired-Up Cheesy Dip, while McLean countered with a Mediterranean Whipped Feta Dip—each recipe designed for game day crowds and built around affordable, high-quality Food Club ingredients. Fans are invited to vote for their favorite creation on social media, knowing their choice helps determine where a truckload of Food Club nonperishable food will be donated in the winner’s name to Second Harvest of the Greater Valley, a Feeding America partner food bank.
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While the bake-off brings the fun, at the heart of the campaign is Food Club’s long-standing partnership with Feeding America. Food Club has committed to a 5-million-meal donation to support hunger relief in communities where the brand is sold, reinforcing the idea that this is “more than a feeling”—it’s action. For retailers, the promotion creates a meaningful connection with shoppers who want to support brands that stand for something bigger. For the artists involved, it’s a chance to use their platforms for good. “At a time when so many people lack access to quality food, I’m grateful to help connect communities to the resources they need,” Bass said, echoing the campaign’s purpose. McLean added that the partnership offers a rare opportunity to give back while having some fun.
“Our partnership with Food Club is central to Exclusive Brands,” said Boyd Irving, vice president of center store value chain. “This Boy Band Bake-Off is such a fun event that also happens to be a part of a great cause.”
Food Club first launched the Boy Band Bake-Off during its 80th anniversary celebration, and the campaign’s return shows its staying power. By combining recognizable pop icons, easy-to-make recipes, and a clear charitable mission, Food Club continues to prove that exclusive brands can do more than fill shelves—they can bring people together. While the charitable team-up between rival 90’s boy bands is surprising, fans are already saying, “I want it that way.”
