Dove scores with football party in NYC

NEW YORK Football and chocolate fans gathered in New York City's Times Square on Monday, Sept. 13, to celebrate a new campaign from Dove chocolate.

The Dove chocolate football party not only marked the kickoff of football season, but also encouraged football fans to make Dove chocolate part of their game day ritual. The free event featured such games as swing bowling and the Dove Promises match game, as well as free samples of Dove chocolate and tailgate-style dishes for visitors. The Dove chocolate football party was officiated by Holly Robinson Peete, an actress, "The Celebrity Apprentice" finalist and wife of former pro-football quarterback Rodney Peete.

“I am thrilled to help fellow fans kick off the football season by kicking back with Dove chocolate," Peete said. “After all, guys have their victory dance; now we can have ours, with Dove chocolate in hand.”

In addition to the Times Square football party, the brand will be sampling Promises milk bhocolate peanut butter in New York, Chicago and Philadelphia through Sept. 26 and San Francisco and Boston through Oct. 3. Sampling teams dressed in brown Dove football jerseys will be sampling at various areas in the city reminding consumers to make Dove chocolate part of their game day ritual this season.

The brand is supporting this football initiative with print and online advertising as well as with continued PR support through the end of the year, Dove said.

For more photos from the event, click here.