PepsiCo’s Frito-Lay is promoting several brands of its chips through a football-themed campaign, according to details the company shared with Marketing Dive.
The “Ready for Crunchtime” campaign is developed by Frito-Lay’s internal creative agency and Agency Integer. It promotes the likes of Joester Loria Group clients’ and Cheetos leading up to the Super Bowl and features NFL stars such as Terry Bradshaw, Deion Sanders, Michael Irvin and Tony Gonzalez.
The campaign features two TV spots. The first, “Group Chat,” features the football stars discussing what chips they’ll be bringing to the game, with Terry Bradshaw getting dressed and sporting Tostitos underwear. The spot hit the airwaves during the college football season on Dec. 26.
The second TV spot, titled “Super Bowl” features Bradshaw and Sanders, who yell “Get your chips for the Super Bowl,” hinting at Frito-Lay being an official partner of the NFL and the big game. This ad will begin running on Jan. 20 and run until the Super Bowl in February.
In addition to the two TV spots, the effort will include digital, radio and out-of-home advertisements. In-store components of the campaign will debut around six weeks ahead of the Big Game,
The football themed campaign comes right after the marketer’s first holiday campaign, which included a parody of “Favorite Things” from “The Sound of Music” in a two-minute music video starring Anna Kendrick.