The Super Bowl may be known for game day rituals, commercials and buffalo wings, but there’s something else that’s happening: a complete breakdown of gender stereotyping.

Last year we shared important Super Facts with you, like how the Food and Beverage industry owned the largest percentage of air time or how Twitter was mentioned in 50% of Super Bowl commercials. But there was one big fact we didn’t include: more women tuned in to the Super Bowl (50.4 million) last year than watched the Oscars (24.5 million), Grammys (23.8 million) or Emmys (8 million). Now it’s no surprise to us that women enjoy football, but this presents a gold-mine for marketers—not only have we discovered the unexpected demographic to share with, but we have completely new varieties of content to share.

The Super Bowl is the prime time event to tap into real-time marketing, allowing you to connect directly with consumers in real-time with content relevant to their current interests. So if your consumers are predominantly women, you need to provide this content somewhere they’re already looking for it. Enter, Pinterest.

According to Mashable, 1/3 of women in the U.S. use Pinterest. That means 1/3 of women in the U.S. that may plan on tuning in to the Super Bowl are actively searching Pinterest for Super Bowl accessories like food, drinks, recipes and tips: things that we, as produce marketers, have plenty to offer. It’s as simple as creating a Super Bowl Pinterest board and filling it with your game day recipes and tips to get you one step closer to connecting with your audience on their level. Just think: fresh celery to go with buffalo wings, crispy carrot sticks to dip into blue cheese dressing, sweet apples to slice up and serve—you get the picture.

Fresh produce deserves a spot in the Super Bowl just as much as the big guys like Frito-Lay and Budweiser, so don’t get caught up in the commercials or the $$$. With the help of over 50 million women browsing the web and “pinning” your products, FRESH can still be a key ingredient for commercial breaks and half-time.

Need more guidance to get your social media strategies, including Pinterest, ready for the Super Bowl? Download our latest resource featuring 14 social media strategies for 2014!