Pro football season officially kicks off this week, as do game day occasions that will see consumers munching on chips, dip and other salty snacks. With the return of on-field play comes a surge of marketing activity as CPG brands try to place their products top of mind for hungry shoppers. Tostitos is shoring up a long-standing title as the Official Chip and Dip of the NFL with its biggest standalone ad campaign around the league to date, an effort that looks to connect with hardcore fans through humor and a heavy celebrity component, Marketing Dive can exclusively share.
“It was a really big swing for us,” said Chris Bellinger, chief creative officer of PepsiCo Foods U.S., Tostitos’ parent. “This is the year we wanted Tostitos to stand out. We want to be solidified as the football partner.”
A series of six new spots features former New England Patriots teammates Tom Brady, Rob Gronkowski and Julian Edelman, united in a single ad campaign for the first time. In the commercials, the NFL icons call out people who are furtively watching football on their phones and tablets at inappropriate times, including during weddings, funerals and piloting a plane, but the narratives take a surprising turn.
“You can’t do that! You can’t watch football,” the athletes exclaim, initially appearing to chide the fans for sneaking a peek at sports in a rude fashion. There’s then a beat before they add “... without Tostitos,” handing over chips and dip to complete the viewing experience and subvert expectations.
The first spots, “Wedding,” “Pilot” and “Paint & Sip,” debut Sunday during a matchup between the New England Patriots and the Cincinnati Bengals while the rest will go live throughout the 2024-25 season. Standout moments include Gronkowski posing as a model for a paint and sip event and a groom ignoring his distressed bride to try and snag some chips and salsa.
The concept attempts to break with samey NFL advertising convetions that feel confined to couch viewing occasions while recognizing increasingly on-the-go sports media consumption, touching on scenarios as varied as grocery store trips and dance recitals, Bellinger explained.
“We want to be a part of that experience no matter where you’re watching it,” the executive said. “It’s easy to show everyone in a living room. If you see the same scene over and over again, it becomes wallpaper.”
Team effort
While Tostitos regularly markets around the NFL as part of a long-running PepsiCo sponsorship, the brand’s latest campaign represents a more ambitious single-brand advertising blitz. (“Unretirement,” a portfolio-wide platform PepsiCo launched last year that also features Brady and Edelman, is returning as well).
Other media elements of the NFL push include digital activations and partnerships with delivery platforms to catch consumers when they’re in the mood to make a snack purchase. Tostitos is also broadening its annual Team Bags that cater to local fandoms with the addition of the Washington Commanders to the roster this year. The custom packaging tailored to 28 different NFL teams, along with one general football-themed bag, hits select markets Thursday and will be available through early October.
PepsiCo Foods’ in-house agency D3 is behind the “Tostitos You Can’t Do That.” campaign while OMD handled media. Dave Meyers served as director for the spots.
Bellinger’s focus was a no-frills approach that would connect with real fans. The half dozen ads were shot in just two days — including during an earthquake in Pasadena, California — while post production lasted a few weeks. Breezy chemistry between a trio of Patriots royalty who are close friends in real life helped speed the process along. Tight timelines, while coming with a lot of pressure, also yield some benefits for marketers, according to Bellinger.
“It forces you not to overthink it,” said Bellinger, who is accustomed to aggressive turnarounds. “That keeps the human element really front and center. Would an NFL fan like this?”
Tostitos ultimately isn’t seeking awards show glamor, Bellinger added, but rather to permeate football in ways that inspire larger cultural chatter. Bud Light several years ago struck marketing gold when a nonsensical catchphrase from its ads, “dilly, dilly,” became a viral meme. Bellinger hopes consumers will soon start repeating “You can’t do that ... without Tostitos” in a similar fashion.
“The yelling, the interruption is really going to be something that’s going to get people’s attention while they’re watching the spots,” said Bellinger. “We already know people don’t want to watch commercials. How do you make it entertaining enough that it then becomes a conversation? Does it have a chance to become part of the vernacular?”
The NFL’s return could provide a boost to PepsiCo as the food and beverage giant contends with slumping demand in the U.S. Frito-Lay North America, the division that owns Tostitos, saw volumes slide 4% in the second quarter.
