Frito-Lay kicks off FIFA World Cup campaign

By Gill Hyslop

- Last updated on GMT

Lay's has set up a hat trick of fun for fans of FIFA World Cup 2022. Pic: GettyImages/cynthzl
Lay's has set up a hat trick of fun for fans of FIFA World Cup 2022. Pic: GettyImages/cynthzl

Related tags Frito-lay north america Fifa world cup adidas interactions

North America’s largest food company is capitalising on one of the most popular sporting events around the globe with an interactive online fan experience and three limited-time varieties inspired by teams playing in the final – but best off all, a trip to Qatar.

As the North American Regional Supporter of the FIFA World Cup Qatar 2022 (20 November to 18 December), Frito-Lay North America is kicking off to make this year’s game a real winner.

For fans at home, it is rolling out limited edition flavours inspired by the street food from the countries of three competing FIFA World Cup teams.

It has also launched the Pass the Ball interactive online experience for fans to win soccer-inspired merch and prizes.

The hat trick though, is a trip for one lucky winner to the FIFA World Cup 2022 final.

“Soccer is the fastest growing sport in North America and, with snacking so intrinsically tied to the at-home viewing experience, now is the perfect moment to enter the game and offer our consumers new ways to heighten their FIFA World Cup experience,”​ said Tina Mahal, senior VP of marketing, Frito-Lay North America.

“As teams from around the world compete in the FIFA World Cup, we wanted to provide a way to connect fans over their love of the game – and love of snacks – to deliver even more smiles throughout the tournament.”

Global inspiration

Lay's FIFA

As the first-ever salty-snack brand collaboration in FIFA and FIFA World Cup history, Frito-Lay is elevating the viewing experience with FIFA World Cup-inspired flavours.

Lay’s Adobadas embodies the vibrant Latino dish with its kick of chilli, tomatoes and lime. Adobada is a general term that refers to meat (often pork) that is marinated in a thick, punchy mixture.

Lay’s Bacon Wrapped Jalapeño Popper is inspired by the popular US morsel, so called because all you have to do is pop them in your mouth.

Lay’s Wavy Carnitas Street Tacos delivers a rich taco-style pork carnitas flavour, bringing the popular Mexican street food to life

All three variants are rolling out in retailers across the US for an RRP between $2.29 (2.62oz) to $4.59 (7.75oz).

A new way to pass the ball

Pass the Ball Challenge

Fans can join the Pass the Ball Challenge with products in specially marked FIFA World Cup packaging hitting shelves across the US this month.

Leveraging innovative user-generated content, fans are invited to register to have their faces featured on a giant digital soccer ball to cheer on their respective teams during the FIFA World Cup. Users can also click on different images within the digital soccer to see which team other fans are rooting for.

However, you must act fast, as its only the first 350,000 individuals to register that will receive a one-of-a-kind NFT with their image on it.

Every day, there will be a new game on the platform, ranging from soccer trivia to an AR challenge – each with the opportunities to win swag from the ultimate soccer brand, adidas, along with branded Lay’s, Cheetos and Doritos apparel.

Lastly, be sure to follow Frito-Lay on social media to stay informed on all FIFA World Cup 2022 partnership activations and other campaign news.

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