Dive Transient:
- Frito-Lay has teamed with toy and recreation firm Hasbro for a multichannel marketing campaign that promotes the snack marketer’s selection packs, in line with a press launch.
- Central to the trouble are 4 “Recreation of Snacks” spots that showcase Frito-Lay snacks being loved in a Hasbro game-inspired world. The spots started airing April 1 on linear TV, digital and social media platforms.
- Moreover, the marketing campaign contains limited-edition multipacks that includes common Hasbro board video games and an interactive net recreation, accessible by way of a QR code on the packaging, that gives gamers the possibility to win a recreation chest value $1,000 now by means of Might 19.
Dive Perception:
Frito-Lay is leaning into the facility of recreation night time by means of its tie-in with Hasbro, pulling inspiration from the latter’s common titles like The Recreation of Life and Join 4 to create a fantastical world selling its selection pack merchandise. The hassle might assist the snack marketer shore up a stronger connection to Hasbro’s family-oriented viewers whereas equally serving to the sport model widen its demographic.
“This marketing campaign with Frito-Lay Selection Packs is a pure enlargement for our manufacturers as we have fun making probably the most out of household connections with snacks and journey that can put a smile on everybody’s face,” stated Matt Proulx, vp of worldwide experiences, partnerships and music at Hasbro in a press launch.
Key to the marketing campaign are 4 “Recreation of Snacks” spots set in a life-sized world of common Hasbro video games that chronicle the experiences of household and associates as they get pleasure from Frito-Lay Selection Packs. In a single spot, a mother is seen sending her daughter off to highschool with a Frito-Lay snack for lunch because the little one slides down a chute from Chutes and Ladders to catch the college bus. One other spot sees development staff having fun with chips in a Join 4 world, whereas a 3rd spot follows a household on the highway as they get pleasure from chips and journey a colourful route harking back to The Recreation of Life. A ultimate spot portrays a household snacking round a campfire earlier than a Hungry Hungry Hippos character seems.
Cementing the position of video games within the playful marketing campaign is an interactive net recreation that may be accessed by scanning a QR code on limited-edition packaging. Gamers will then select an atmosphere to open a digital recreation board, the place they are going to transfer by means of the sport in a automotive impressed by The Recreation of Life whereas amassing Frito-Lay snacks. Now by means of Might 19, customers can play the sport day by day for the possibility to win a recreation chest value $1,000 that options Frito-Lay snacks, Hasbro video games and extra.
For Hasbro, strengthening its connection to customers is vital because the marketer grapples with tepid toy gross sales at a time the place rival Mattel continues to trip the hype from its “Barbie” film. In December, Hasbro slashed 1,100 jobs amid a troublesome interval that CEO Chris Cocks stated he anticipates will proceed into 2024.
Frito-Lay has typically pursued common cultural touchpoints in hopes of building stronger client connections. As an illustration, the corporate final fall sought to tie itself to the music scene by way of a tie-up with Grammy-winning rapper Megan Thee Stallion for a marketing campaign across the fictitious Flamin’ Sizzling College. The marketer additionally made its largest-ever funding in ladies’s sports activities final 12 months.
