WE TOOK ONE PLAYER’S
FAMILY HISTORY, AND MADE BASKETBALL HISTORY.
When BYU basketball star Richie Saunders revealed his great-grandfather invented both Ore-Ida and the tater tot, we quickly signed Richie to one of the most unexpected NIL deals in college sports history. Dubbing him ‘Heir Richie’,
we hijacked March Madness and turned this player’s niche personal story into
a mass movement for Ore-Ida.
THE TOT CLOCK
Inspired by basketball’s 30 second shot clock, we kicked off the partnership with a 30 minute ‘Tot Clock’ - turning every BYU win throughout the tournament into a tater tot win.
THE BUZZ
We dominated March Madness media coverage, garnering over
3 billion+ earned impressions in outlets such as The New York Times, People Magazine, Sports Illustrated, ESPN, Barstool Sports and more.
RESULTS
SALES INCREASED
9% regionally, 27% locally
earned Impressions
1 MILLION+
organic engagements
3 BILLION+
10,000%
increase in social mentions
21,700%
more engagements
than X’s average
