Frito-Lay Launches Confetti-Filled Super Bowl Campaign with Football Legends

Taste the Victory with Frito-Lay!

As the NFL’s Super Wild Card Weekend draws near, Frito-Lay is adding to the Super Bowl excitement with its 2024 NFL Playoff campaign, “Taste of Super Bowl.” This innovative campaign features a star-studded commercial with football legends Rob Gronkowski, Marshawn Lynch, and Troy Polamalu, bringing a unique chip-inspired twist to the taste of victory.

The “Taste of Super Bowl” campaign is about more than just great snacks; it’s about capturing the essence of winning moments. The commercial showcases the former Super Bowl champions, who together hold seven Super Bowl victories, experiencing an explosion of confetti from bags of Lay’s®, Cheetos®, and Tostitos®. This visual spectacle is designed to evoke the same exhilaration as celebrating on the field at football’s biggest event.

Tina Mahal, Senior Vice President of Marketing at Frito-Lay North America, expressed the idea behind the campaign: “More than 90% of football fans enjoy snacks and beverages on gameday. With this new commercial, we wanted to extend the victory celebration to viewers and bring the confetti to them.”

Rob Gronkowski shared his enthusiasm for the campaign, noting, “Snacks are a key part of gameday, especially for the Super Bowl, and no one does it better than Frito-Lay. I had a blast reliving some of those Super Bowl memories.”

The commercial will make its debut on television during the Super Wild Card Weekend and will be featured through Super Bowl LVIII. Fans can also catch the ad across digital and social channels. The creative brain behind this engaging spot is Frito-Lay’s internal creative agency, with acclaimed director Peter Berg at the helm.

In addition to the commercial, Frito-Lay is amplifying the Super Bowl experience in Las Vegas with the Frito-Lay Chip Strip. This immersive fan experience will feature attractions like the Frito-Lay Snackpot and the Cheetos Chapel, offering fans unique and interactive ways to engage with their favorite snack brands. The Frito-Lay Chip Strip will be open daily from February 8 to February 11 at the New York, New York Hotel.

To further celebrate the “Taste of Super Bowl,” specially marked Frito-Lay products are now available at retailers nationwide. For more details about the campaign and the Frito-Lay Chip Strip, fans can visit Frito-Lay’s social media channels on TikTok, Facebook, Instagram, X, and YouTube.

Frito-Lay North America, a division of PepsiCo, Inc., continues to lead the way in convenient foods, with a diverse portfolio of beloved snack brands. The company’s commitment to sustainability and human capital is central to its strategic vision, as it aims to create value and growth within planetary boundaries and inspire positive change.

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