Frito-Lay and Hasbro Team Up for 'Game of Snacks' Campaign

Frito-Lay and Hasbro Team Up for 'Game of Snacks' Campaign

News by Roberto Orosa
Published: April 03, 2024

Frito-Lay and Hasbro have recently teamed up to create a multichannel campaign that harps on the nostalgia of classic games to promote the snack giant's Variety Packs.

One of the main highlights of their latest initiative include four "Game of Snacks" spots that takes viewers through a journey into Hasbro's popular games, including The Game of Life, Chutes and Ladders, Hungry Hungry Hippos, and Connect 4.

Frito-Lay and Hasbro collaborate on "Game of Snacks" campaign.
The 'Game of Snacks' | Source: Frito-Lay North America

Each commercial follows families and friends as they enjoy Frito-Lay's Variety Packs alongside the Hasbro staples. 

"Together, we want to encourage families to embrace moments of connection, whether it's a family game night or a road trip and add more fun and flavor to make this quality time more memorable," Melissa Miranda, VP of portfolio marketing for Frito-Lay Variety Packs, shared in a press release.

Fun in Each Pack

To drive the theme of fun and play, the campaign has also introduced virtual games that come with every purchase of a Variety Pack.

For interested players, each box will come with a QR code that they can scan, which will then give them access to an interactive, free-to-play web game, allowing them to explore a world inspired by the two brands.

The online game, utilizing augmented reality, takes inspiration from the Game of Life, where players navigate through the game in a car, roll a dice, and collect Frito-Lay snacks to reach the finish line. 

A screenshot of Frito-Lay and Hasbro's Game Portal
A Screenshot of Frito-Lay and Hasbro's Game Portal | Source: Frito-Lay

Additionally, players will also get a chance to win a "game chest" worth $1,000 of Frito-Lay snacks from today until May 19. 

"With an expansive portfolio comprised of the world's most popular board games, Hasbro connects fans and families through gaming experiences that are fun to play, fun to watch and fun to share," Matt Proulx, VP of global experiences, partnerships and music at Hasbro, said in a statement.

"This campaign with Frito-Lay Variety Packs is a natural expansion for our brands as we celebrate making the most out of family connections with snacks and adventure that will put a smile on everyone's face."

Have you seen Lay's latest ad starring David Beckham and Thierry Henry?

Editing by Katherine 'Makkie' Maclang

Subscribe to Spotlight Newsletter
Subscribe to our newsletter to get the latest industry news