For fans, football gameday and snacks go hand-in-hand. So, it only makes sense that the NFL and the Salty Snack heavyweight would join forces. After hitting it big with our ‘Twas the Night Before Kickoff campaign, we turned our attention to the most anticipated of all NFL events - the SUPER BOWL. Our objective? Attempt to break through the already cluttered Super Bowl commercial chatter, and drive +5% sales growth year-over-year during this critical selling period for Frito-Lay. In order to do that, we knew we had to take things up a notch.
To match the anticipation of the big game, we re-imagined the classic holiday poem, “A Visit from St. Nicholas” by Clement Clarke Moore. Kids can’t sleep before Santa arrives just like NFL fans can’t sleep before the Super Bowl.
Under the guidance of our Hollywood heavyweight director Peter Berg, we took things up a notch, adding even more energy, more players and more flavor. We brought in 9 Super Bowl legends from all eras - The Mannings (all three!). Bradshaw. Bettis. Montana. Rice. Aikman. Sanders. For our narrator, we brought back the star of our Kickoff spot (and notorious non-talker) - Marshawn Lynch.
Then we added in some of our most iconic brands - Lay’s, Tostitos, Doritos, and Cheetos. Not just the products themselves, but branded bedsheets, pajamas, and all kinds of other home décor as well. Everything was either Frito-Lay or NFL-branded.
The campaign was a smashing success:
+16% Sales vs prior year
Grew share of Savory (+0.5ppts) and Salty (+0.6ppts)
17 Billion Impressions
7.8 Million Total Video Views
3.8K Unique Mentions
9th in Earned Media Coverage
Over 1,000 news stories written
And all with a spot that didn’t actually air during the big game!
