Hasbro and Frito-Lay Collaborate to Revitalize Classic Games

Article 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 campaign are four “Game of Snacks” commercials that show people enjoying Frito-Lay snacks in a world inspired by Hasbro games. These commercials started airing on April 1 on TV, online, and social media platforms.

Moreover, the campaign offers special multipacks that include popular Hasbro board games. There is also an online game that can be accessed through a QR code on the packaging. Players have the opportunity to win a game chest worth $1,000 until May 19.

Frito-Lay's Collaboration with Hasbro

Frito-Lay is tapping into the fun of game night by partnering with Hasbro, drawing ideas from well-loved games such as The Game of Life and Connect 4. This collaboration aims to create an imaginative universe to showcase Frito-Lay's range of variety pack products. By aligning with Hasbro's family-focused audience, Frito-Lay can strengthen its connection with consumers, while also assisting Hasbro in reaching a broader demographic.

Matt Proulx, vice president of global experiences, partnerships and music at Hasbro, expressed excitement about the collaboration with Frito-Lay Variety Packs in a recent press release. This campaign aligns perfectly with their focus on promoting family connections through snacks and fun adventures that bring joy to everyone involved.

The heart of the campaign lies in four "Game of Snacks" commercials that transport viewers into a larger-than-life world inspired by popular Hasbro games. These spots showcase the moments shared by families and friends while enjoying Frito-Lay Variety Packs. For example, one scene features a mother giving her child a Frito-Lay snack before school, with the child sliding down a chute from Chutes and Ladders to catch the bus. Another scene shows construction workers taking a break to enjoy chips in a Connect 4 setting. A third scene follows a family on a road trip, snacking on chips while traveling a vibrant path reminiscent of The Game of Life. The final scene depicts a family gathered around a campfire, with a surprise appearance by a Hungry Hungry Hippos character.

An interactive web game is part of the playful campaign, accessible by scanning a QR code on special packaging. Players can choose an environment and navigate through a virtual game board, collecting Frito-Lay snacks in a car inspired by The Game of Life. From now until May 19, participants have the opportunity to play daily for a chance to win a game chest valued at $1,000, filled with Frito-Lay snacks, Hasbro games, and more.

Hasbro recognizes the importance of strengthening its relationship with consumers, especially as it faces challenges in toy sales compared to competitor Mattel, who is benefiting from the success of its "Barbie" movie. In response to a difficult period, Hasbro made the decision to cut 1,100 jobs in December. CEO Chris Cocks has acknowledged that the tough times are expected to continue until 2024.

Frito-Lay has a history of connecting with consumers through popular culture. Last fall, they partnered with Grammy-winning rapper Megan Thee Stallion for a campaign centered around Flamin' Hot University. This was just one example of their efforts to engage with the music scene. Additionally, the company made a significant investment in women's sports, their largest ever, in the previous year.

Editor's P/S:

Frito-Lay's collaboration with Hasbro is a brilliant marketing move that leverages the nostalgia and popularity of classic board games to promote its variety packs. The "Game of Snacks" commercials are cleverly executed, capturing the essence of family moments and the joy of snacking while playing games. The interactive web game further enhances the campaign's engagement factor, providing an opportunity for consumers to win prizes and connect with Hasbro's iconic brands.

Furthermore, Frito-Lay's partnership with Hasbro aligns with the company's strategy of connecting with consumers through popular culture. By tapping into the family-oriented audience of Hasbro games, Frito-Lay can strengthen its position as a trusted snack brand for all ages. Additionally, the campaign supports Hasbro's efforts to revitalize its brand and reach a broader demographic, particularly in light of recent challenges in the toy industry. Overall, this collaboration is a win-win for both companies, offering consumers a fun and engaging way to enjoy their favorite snacks and games.