Frito-Lay, the Official USA Snacks of the FIFA Women’s World Cup, turned some of the world’s leading female footballers into chips to front its multi-channel ‘Get Ready For Greatness’ activation around the Australia/New Zealand 2023 tournament – its largest investment ever in women’s sports.
The activation programme aims to build anticipation and excitement in the USA around the FIFA Women’s World Cup which is jointly hosted by Australia and New Zealand from July 20 through August 20.
The marketing burst showcases the ‘Greatness of Women’s Soccer’ and seeks to inspire the next generation of young women athletes and fans through integrated tournament activation and a strand of its ongoing Cracker Jill programme.
The campaign is led by a star-studded TV commercial which scheduled to air frequently during the month-long tournament on cable netcasts, broadcast networks and affiliates across the USA. The spearhead spot, which premiered during the MLB All-Star Game, features avatars of some of the best players of all time: including several members of the USWNT including Mallory Swanson, Mia Hamm, Carli Lloyd, Abby Wambach, Briana Scurry, Julie Ertz, Crystal Dunn and Brandi Chastain, plus Canada’s Christine Sinclair and Brazil’s Marta Vieira da Silva.
Created and produced by Frito-Lay’s internal creative agency, the spot mixes animation and real footage and the narrative arc features a mother sharing her love for soccer with her daughter – introducing her to the action and fun of the sport using fan-favorite Frito-Lay snacks to represent past and present legends of the game.
These players spring into action as animated avatars – created using 3D-body scanning technology – and then face off in what the brand describes as ‘the single-greatest game-never-played’.
The anchor one-minute and 41-second ad, which was helmed by Director Bryan Buckley and supported by 60-, 30- and 7-second cut downs, was titled ‘FIFA Women’s World Cup + Frito-Lay | Taste of Greatness’ dropped on 12 July.
The videos were backed by supporting social content.
As the tournament’s ‘Official USA Snack’, the FIFA agreement spans a line-up of company brands that includes Lay’s, Doritos, Cheetos, Cracker Jill, Tostitos, Ruffles and PopCorners, as well as Quaker hot breakfast cereals, Quaker grain-based cereal bars, Quaker rice snacks and Games a cookies and crackers.
In addition to the advertising, Frito-Lay also activated its tournament rights through multiple marketing strands including an #LaysGOALdenGiveaway which sees Frito-Lay will turn each goal scored into a chance to win prizes ranging from tickets to cash as Lays incentivises fans to follow and tweet ‘GOAL’ with the hashtags #sweepstakes and #LaysGOALdenGiveaway tagging @Lays to enter.
The company also ran an ‘Ultimate Watch Party Experience’: a one-night-only, in-person watch party experience in partnership with FOX Sports on 21 July 21 at The Star in Frisco (Texas).
Another activation strand was ‘Fan Quest’: a 32-day content-led programme pitched as ‘the ultimate quest of fandom hosted by Frito-Lay and COPA90 with Jake Barford’ which chronicles the tournament and the breadth and diversity of fans across the United States and is based around snackable social videos across Instagram and TikTok.
Frito-Lay also produced limited-edition FIFA Women’s World Cup-branded packaging for a range of products led by Cracker Jack / Cracker Jill celebrating women who have and continue to break down barriers in sports.
This is the second year of the company’s Cracker Jill program: which includes a mission to identify the female athletes via a contest called ‘I Am Cracker Jill’.
“We are excited to continue our work with FIFA for this year’s FIFA Women’s World Cup™,” said Frito-Lay North America , Chief Marketing Officer Brett O’Brien. “Frito-Lay is rooted in bringing real joy to special moments in life, and we hope to delight soccer fans across the U.S. with our new campaign, from a brand-new TV commercial uniting women’s soccer icons and current stars to hosting the ultimate watch party experience with everyone’s favourite chips.”
Comment
It was in 2022 that Frito-Lay unveiled FIFA’s first salty-snack brand regional collaboration which kicked off with the Qatar 2022 FIFA World Cup activation programme led by ‘Soccer or Football’.
The company’s Women’s World Cup tie-up is part of Frito-Lay’s ‘All-In’ strategy which sees the PepsiCo owned outfit seek sponsorships across the women’s sports landscape.
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