Erin Andrews Collab Extends Gerber’s Branding into Football Season

Every Sunday, football takes over screens and stadiums across the country, while parents try to keep one eye on the score and the other on their kids.

And Gerber is bringing these two worlds closer with the help of Erin Andrews and her one-year-old son, Mack.

The legacy brand's new Family-Friendly Restaurant Fund supports small restaurants that want to make game day easier for families.

The nationwide program gives independent, family-owned establishments the chance to apply for grants until November 2 to help them add highchairs, kids’ menus, and changing tables.

"Now, as I report on the field, I’m also keeping track of Mack’s moves on the sidelines," the sportscasted said in a press release.

"Between snack time, nap time and play time, making sure he’s happy on game day can feel like I’m on the field too. That’s why Gerber is my MVP during football season.

It's part of Gerber’s ongoing "Parent-Friendly Pursuit" initiative to make everyday spaces more inclusive for fans who want to enjoy game day without missing out on time with their kids.

Making Game Day Work for Parents

Football remains America’s favorite sport, with 53% of adults picking it over baseball and basketball, according to an August 2023 Pew Research Center survey.

Gerber saw an opportunity to naturally get involved in the fandom and build a program that meets parents where they already spend their weekends.

Restaurants selected for the fund will receive grants to add simple but important upgrades like booster seats, changing tables, and kid-friendly menu options.

Andrews, who knows the pace of the sport and the chaos of parenthood, helps ground the campaign in everyday reality.

Her involvement adds credibility and warmth, connecting the idea of game-day culture to Gerber’s long-standing commitment to families.

Brand Purpose in Practice

Gerber has spent almost a century focused on what happens inside the home.

This campaign moves this legacy into the public sphere, helping parents enjoy family moments outside of it.

The Family-Friendly Restaurant Fund is an evolution of what the Gerber brand means, supporting parents in times when real life and leisure meet.

Here are some strategies that brand builders can learn from Gerber’s steady commitment to its purpose:

• Stay part of the culture. Linking the campaign to football season keeps Gerber present in one of America’s biggest shared experiences.
• Make purpose practical. Transforming insights into real-world improvements earns stronger loyalty than polished messaging alone.
• Lead with empathy. Knowing what parents need makes a campaign feel more lived-in and sincere.

Together, these choices show how consistency and heart can make brand purpose into something that still feels fresh.

Our Take: Why Does Brand Storytelling Matter More When It’s Local?

I think the best thing about this campaign is that it's grounded in real life.

Gerber has fully recognized how it fits into the rhythms people already have, and that’s what makes its approach to purpose-driven branding work.

The story connects because it’s told from within the community it’s trying to reach, not from the outside looking in.

The partnership with Andrews gives it a familiar face, and the fund turns purpose into something tangible.

I believe this is why local storytelling matters. It makes the message feel more relatable and fit for its target audience.

Local stories can build national relevance.

These top agencies in the U.S. guide brands in creating purpose-driven campaigns that start with community truth.