Timed to launch in the midst of the UEFA Champions League Round of 16, Lay’s, the world’s number one potato chip brand, is expanding on its nearly decade-long sponsorship of both the UEFA Men’s and Women’s Champions League with the unveiling of a brand new global campaign titled “No Lay’s, No Game” to show fans that Lay’s is an essential part of any match day.
With just over a third of all football fans across the world eating potato chips while watching football, just beating out pizza for the top snack for football viewing occasions globally, Lay’s is using this new campaign to help consumers recognise that you can’t watch the big game with your friends and family if you don’t have Lay’s.
Rather than start with a big TV ad, the campaign kicks off with a social media stunt, featuring one of the world’s best-known football stars. Lay’s partnered with former Champions League winner Thierry Henry, who shocked fans in Barcelona by hilariously going unannounced from door-to-door to fans’ homes to ask them if they had Lay’s for the big game. For the fans that were prepared with their Lay’s in hand, Henry made himself right at home talking about the match while snacking on some Lay’s.
Watch Henry’s stunt here;
An expansion of its commitment to the game of football by bringing the sport to underserved communities around the world through its award-winning Lay’s RePlay program which transforms empty chips bags into football pitches. With the new expansion, Lay’s is building several new sustainable football pitches around the world in 2023 to bring more fans into the beautiful game.
And the campaign kickoff with the Henry stunt is just the start – throughout the remainder of the 2022-2023 Men’s and Women’s UEFA Champions League tournaments, fans should look out for more exciting and unexpected moments from the “No Lay’s, No Game” platform including: even more football superstar surprises, engaging digital content, pitches built around the world, in-store and special-edition packaging, and one GOAT-filled commercial.
