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Frito-Lay Begins World Cup Campaign With Digital Fan Experience


As the North American Regional Supporter of the FIFA World Cup Qatar 2022, Plano, Texas-based Frito-Lay North America is preparing fans for the FIFA World Cup with everything they need to enhance their at-home viewing experience.

“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, SVP of marketing.

“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.”

As the first salty-snack brand collaboration in FIFA and FIFA World Cup history, Frito-Lay is launching three Lay’s products featuring FIFA World Cup-inspired flavors: Adobadas, Bacon Wrapped Jalapeño Popper and Wavy Carnitas Street Tacos.

Lay’s Adobadas and Lay’s Bacon Wrapped Jalapeno Popper will be available in 7.75-ounce bags for $4.59 and 2.625-ounce bags for $2.29 in retailers nationwide, and Lay’s Wavy Carnitas Street Tacos will be available in 7.5-ounce bags for $4.59 in retailers nationwide. The flavors will be available for purchase starting this month.

Beginning Oct. 25, consumers can purchase any Frito-Lay product with specially marked FIFA World Cup packaging and scan the QR code to join the Pass the Ball Challenge, or join by visiting Fritolayscore.com.

Leveraging innovative user-generated content, people can register on the platform where their faces will be featured on a giant digital soccer ball, uniting fans as they cheer on their respective teams. Users can click on the different images within the digital soccer ball to see which team others are rooting for. The first 350,000 people to register 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, granting users multiple opportunities to win prizes. Frito-Lay teamed up with Adidas, giving fans the chance to win soccer swag, in addition to branded Lay’s, Cheetos and Doritos apparel for fans to show their FIFA World Cup pride.

The FIFA World Cup Qatar 2022 will take place from Nov. 20-Dec. 18.

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