If you’re outside of a Wegmans or Tops in Buffalo, New York this month you’ll likely spot a billboard for hummus-maker Ithaca. The billboards, which tout the brand’s new Buffalo flavor, are the brand’s first foray into out-of-home advertising and are meant to get Buffalo’s football fan base to opt for the hummus as part of game day celebrations. Read more about the strategy below.

• By strategically placing the orange billboards outside of Wegmans in particular, Ithaca is hoping to get grocery shoppers to remember the brand when they are making their snack and dip purchases for football Sunday.
• In this week's Digiday+ Media Briefing, media editor Kayleigh Barber explores the primary questions publishers should be asking when evaluating potential blockchain partners.
• With activity in the space ramping up, brands that are leery of getting involved in gaming could be leaving money on the table.

Check out our new sister site, WorkLife, covering the future of the workplace. Here’s its top story today:

• Employers should create support programs for domestic violence victims as homes have become workspaces, say experts