April 1, 2024

Frito-Lay Variety Packs and Hasbro Unveil New Campaign and Interactive Game Experience

Frito-Lay Variety Packs has teamed up with leading toy and game company Hasbro in a new campaign bringing their iconic snacks and gaming experiences to life and offering families a chance to win a $1,000 game chest.

Now airing on TV, digital and social media platforms, the campaign brings a world of fun to life in a series of four spots. They follow families and friends as they enjoy Frito-Lay Variety Packs throughout their day while becoming immersed in a vibrant, life-sized world of popular Hasbro games including THE GAME OF LIFE, CHUTES AND LADDERS, HUNGRY HUNGRY HIPPOS and CONNECT 4.

“Frito-Lay Variety Packs is thrilled to partner with Hasbro, who connects generations of fans and families through its gaming experiences, to help foster more joy in everyday snacking with our bright, fun-filled campaign. Together, we want to encourage families to embrace moments of connection, whether it’s a family game night or a road trip and add more fun and flavor to make this quality time more memorable,” said Melissa Miranda, vice president of portfolio marketing for Frito-Lay Variety Packs.

To join in on the fun, families can find limited-edition Frito-Lay Variety Packs featuring popular Hasbro board games in stores nationwide now. The packs also feature a QR code to access a new interactive web game that allows players to explore an animated world inspired by both brands.

To play Frito-Lay Variety Packs’ game, participants will need to scan the QR code inside the box and they’ll choose an environment to open the virtual gameboard. Players can move through the game in a car inspired by THE GAME OF LIFE, collecting Frito-Lay snacks and looking for potential shortcuts to the finish line along the way.

Beginning now through May 19, players will have the chance to win a game chest worth $1,000 daily that includes Frito-Lay snacks, Hasbro games and more.

“With an expansive portfolio comprised of the world’s most popular board games, Hasbro connects fans and families through gaming experiences that are fun to play, fun to watch and fun to share. 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.

For more information on how to play and win, click here.


Subscribe to Grocery Insight