With the NFL playoffs arriving right on the heels of the holiday season—which is essentially upon us—Frito-Lay has partnered with major football legends to get America “Ready for Crunchtime.”
“Football season and the Super Bowl are among the most important selling moments of the year for Frito-Lay and PepsiCo,” said Marissa Solis, svp of core brands, partnerships and media for Frito-Lay North America. The campaign is meant to highlight the “ubiquity” of these chip brands in a “fun and lighthearted way,” she said.
The campaign’s 30-second spot, released today, includes four Frito-Lay brands from the company’s massive portfolio: Lay’s, Doritos, Tostitos and Cheetos. The brands are introduced in the spot alongside four NFL superstars—Deion Sanders, Michael Irvin, Tony Gonzalez and Terry Bradshaw—who’ve each got opinions about which snack is the most appropriate for watching football. The ad will air first on Dec. 26, just in time for the marquee college football games.
Another spot will premiere on Jan. 20, and the campaign also includes digital, in-store, out-of-home and radio ads in the lead up to the Super Bowl. In-store components will launch around six weeks before the Big Game, while OOH components will appear in Miami just prior to the game.