Dive Brief:

• Frito-Lay has teamed with toy and game company Hasbro for a multichannel campaign that promotes the snack marketer’s variety packs, according to a press release. 
• Central to the effort are four “Game of Snacks” spots that showcase Frito-Lay snacks being enjoyed in a Hasbro game-inspired world. The spots began airing April 1 on linear TV, digital and social media platforms. 
• Additionally, the campaign includes limited-edition multipacks featuring popular Hasbro board games and an interactive web game, accessible via a QR code on the packaging, that offers players the chance to win a game chest worth $1,000 now through May 19. 

Dive Insight:

Frito-Lay is leaning into the power of game night through its tie-in with Hasbro, pulling inspiration from the latter’s popular titles like The Game of Life and Connect 4 to create a fantastical world promoting its variety pack products. The effort could help the snack marketer shore up a stronger connection to Hasbro’s family-oriented audience while similarly helping the game brand widen its demographic. 

"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," said Matt Proulx, vice president of global experiences, partnerships and music at Hasbro in a press release.

Key to the campaign are four “Game of Snacks” spots set in a life-sized world of popular Hasbro games that chronicle the experiences of family and friends as they enjoy Frito-Lay Variety Packs. In one spot, a mom is seen sending her daughter off to school with a Frito-Lay snack for lunch as the child slides down a chute from Chutes and Ladders to catch the school bus. Another spot sees construction workers enjoying chips in a Connect 4 world, while a third spot follows a family on the road as they enjoy chips and travel a colorful route reminiscent of The Game of Life. A final spot portrays a family snacking around a campfire before a Hungry Hungry Hippos character appears. 

Cementing the role of games in the playful campaign is an interactive web game that can be accessed by scanning a QR code on limited-edition packaging. Players will then choose an environment to open a virtual game board, where they will move through the game in a car inspired by The Game of Life while collecting Frito-Lay snacks. Now through May 19, consumers can play the game daily for the chance to win a game chest worth $1,000 that features Frito-Lay snacks, Hasbro games and more.

For Hasbro, strengthening its connection to consumers is key as the marketer grapples with tepid toy sales at a time where rival Mattel continues to ride the hype from its “Barbie” movie. In December, Hasbro slashed 1,100 jobs amid a tough period that CEO Chris Cocks said he anticipates will continue into 2024. 

Frito-Lay has often pursued popular cultural touchpoints in hopes of establishing stronger consumer connections. For instance, the company last fall sought to tie itself to the music scene via a tie-up with Grammy-winning rapper Megan Thee Stallion for a campaign around the fictitious Flamin’ Hot University. The marketer also made its largest-ever investment in women’s sports last year.