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- Why state fairs are suddenly marketing gold for retailers
- How E.l.f. found an untapped “beauty desert” at fairs
- Turning a novelty product into a fairground spectacle
- What major fairs want from modern sponsors
- Big-name brands and unexpected collaborators at fairgrounds
- Influencers, food creators and the new fair audience
- Operational realities and timing for late-season activations
- Lessons for brands considering a state fair pop-up
Brands that once chased festival crowds and stadium sponsorships are now scouting a different kind of stage: the state fair. For E.l.f. Beauty, that meant turning a viral novelty — pickle-flavored lip balm — into a headline-making activation at the Minnesota State Fair. The result blended old-school fair culture with modern influencer marketing and left organizers asking why more brands haven’t showed up sooner.
Why state fairs are suddenly marketing gold for retailers
Marketers are taking a fresh look at state fairs because they deliver scale and diversity. These events reach families, college students, tourists and lifelong fairgoers.
“Think of it as a Super Bowl a day,” says Jennifer Schuder, senior vice president of customer engagement for the State Fair of Texas.
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- Broad reach: The State Fair of Texas drew about 2,020,064 visitors in 2025 over 24 days.
- Massive totals: The Minnesota State Fair logged 1,940,869 visitors over 12 days last year.
- Every audience: Fairs mix rural and urban attendees across income and ethnic lines.
Those numbers matter to national brands that want high impressions and varied demos. Unlike a high-price music festival, state fairs offer lower barriers to entry for many demographics.
How E.l.f. found an untapped “beauty desert” at fairs
Patrick O’Keefe, chief integrated marketing officer at E.l.f. Beauty, says his team hunts for places competitors ignore. An agency partner, eGen, flagged state fairs as a promising gap.
That idea turned into a pop-up at the Minnesota State Fair from Aug. 27–30. The activation showcased three pickle-inspired lip balms from the Glow Reviver Melting Lip Balm line.
- Foot traffic: Nearly 64,000 people visited the pop-up over four days.
- Engagement: Average dwell time was about eight minutes.
- First in decades: Organizers said it was the first beauty brand at the Minnesota fair in at least 20 years.
O’Keefe says he was “blown away” by crowd sizes and how unexpected the activation felt to fair visitors.
Turning a novelty product into a fairground spectacle
E.l.f. first released a pickle-flavored lip balm as a limited edition in February. It sold out in eight minutes. The brand relaunched that SKU and added two variations for the fair.
The pop-up’s creative elements included a 10-foot pickle jar, a prize wheel and sampling stations for sunscreen and hair products. The concept matched local mania: the Minnesota State Fair moves nearly 2.1 million pickle chips annually and serves pickle-themed foods.
- Pickle pie, pickle cider lemonade and pickle cookies have become fair staples.
- Visitors reacted with surprise and delight when they saw a beauty brand in a corn-dog environment.
- The activation generated social content and real-time buzz on fairgrounds.
What major fairs want from modern sponsors
Sponsorship now extends beyond a logo on a sign. Schuder says brands ask for integrated marketing packages.
- Email promotion and ticket tie-ins.
- Influencer access and bespoke social campaigns.
- Activation ideas that go beyond square footage on the map.
Schuder adds that the State Fair of Texas has scaled its sponsorship capacity in the past five to seven years by growing the team and refining processes.
Where activations get placed matters
Choosing the right moment and location at the fair changes outcomes. Weekend football draws different crowds than midweek family days.
Schuder gives a simple example: sampling beer during Texas-Oklahoma weekend will perform differently than pitching a new yogurt flavor to moms.
Big-name brands and unexpected collaborators at fairgrounds
State fairs now attract a mix of national brands and surprising partnerships.
- Coca-Cola and Lucchese are among sponsors at the State Fair of Texas.
- Levi’s is creating custom jeans for Big Tex, the fair’s 55-foot mascot.
- Geico is using parking lots for larger activations.
- Reliant Energy commissioned a 110-foot armadillo for its presence.
Organizers aim to avoid token placements. The strategy is to make activations feel authentic and integrated into the fair experience.
Influencers, food creators and the new fair audience
Influencer marketing has become central to many fair activations. E.l.f. recruited local creators and hosted an event with People magazine to amplify the Minnesota activation.
- More than 200 influencers visited the E.l.f. pop-up.
- Creators posted sponsored and earned content that boosted visibility.
- Food influencers, in particular, draw national attention by ranking new fair foods.
A viral TikTok from Sierra Nicole Reece, saying “Forget Coachella, I’m trying to go to the Minnesota State Fair,” led Explore Minnesota to fly her out to cover the event. That kind of organic moment is what tourism boards and brands try to capture.
Operational realities and timing for late-season activations
While many fairs wrap by late summer, the State Fair of Texas runs from Sept. 25 to Oct. 18. That extended window demands tight operational planning.
Schuder’s team measures logistics down to the last detail so giant props, custom denim and art installations are ready for opening day.
- Permits, staging and staffing must align weeks before arrival.
- Brands need a plan for on-site distribution and social amplification.
- Measurement and reporting are now expected by sponsors post-event.
Lessons for brands considering a state fair pop-up
- Match product to culture: Local trends can make a weird idea perform brilliantly.
- Plan integrated media: Email, social and influencer playbooks boost activation ROI.
- Pick timing carefully: Not every weekend delivers the same audience.
- Design for surprise: Unusual pairings — like beauty and pickles — drive shareable moments.
