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PURCHASE, N.Y., Feb. 23, 2024 ~ As the UEFA Champions League (UCL) tournament kicks off, Lay's, the world's number one chip brand and official snack partner of the league, has launched a new campaign called "No Lay's, No Game 2024". This campaign aims to reward fans who are game day ready with Lay's throughout the tournament.
According to Ciara Dilley, vice president of marketing for Global Foods Group at PepsiCo, football fans from all over the world have expressed that watching a match is always better when they have a bag of Lay's to share with friends or enjoy alone. This year, Lay's is taking this sentiment to a whole new level by offering unexpected rewards to those who have Lay's in hand during the tournament.
To kick off this campaign, Lay's enlisted football superstars David Beckham and Thierry Henry to surprise fans at San Siro stadium during a match between AC Milan and PSG. Just before kick-off, Beckham discovered that Henry had eaten all of his Lay's chips. In an attempt to solve this dilemma in just five minutes, the two launched an unexpected spin on the traditional kiss cam – the "Chip Cam".
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The Chip Cam scanned the crowd for someone with Lay's and spectators were seen offering up various items on the jumbotron in hopes of being selected. Finally, two lucky fans – a father and daughter – were found with Lay's and were invited to watch the game with Beckham and Henry. This epic hunt for fans with Lay's serves as the main feature of this year's No Lay's, No Game commercial which will air throughout the UCL tournament season.
Beckham expressed his excitement about surprising 75,000 fans at San Siro stadium and working with Henry again. He also mentioned that it was fantastic being able to offer an unforgettable experience to lucky fans.
Henry also shared his enthusiasm for this campaign and how it has evolved from last year when he surprised football fans by going to their doors to watch a match with them if they had Lay's. This year, the Lay's Chip Cam has taken things to a whole new level and Henry is thrilled to be a part of it with Beckham.
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The campaign was created in partnership with Slap Global and directed by award-winning commercial and television director Andrew Lane.
For those who cannot be in the stands at San Siro, Lay's has also launched an immersive digital experience called the Lay's Detector. In partnership with Meta and Simone, this unique experience gives fans the chance to win exciting prizes by proving they have Lay's with them while watching a game. Fans can access the Lay's Detector by scanning the QR code on Lay's social channels or the No Lay's, No Game commercial. Those who have Lay's will be entered to win exclusive prizing, content, and even tickets to the UCL Men's Finals at Wembley Stadium in London.
Throughout the remainder of the 2023-2024 Men's and Women's UEFA Champions League tournaments, fans can expect more unexpected moments from No Lay's, No Game. To stay updated on this campaign, follow Lay's Football on Instagram. So next time someone asks you "Do you have Lay's?", make sure you do – it could lead to an unforgettable experience!
According to Ciara Dilley, vice president of marketing for Global Foods Group at PepsiCo, football fans from all over the world have expressed that watching a match is always better when they have a bag of Lay's to share with friends or enjoy alone. This year, Lay's is taking this sentiment to a whole new level by offering unexpected rewards to those who have Lay's in hand during the tournament.
To kick off this campaign, Lay's enlisted football superstars David Beckham and Thierry Henry to surprise fans at San Siro stadium during a match between AC Milan and PSG. Just before kick-off, Beckham discovered that Henry had eaten all of his Lay's chips. In an attempt to solve this dilemma in just five minutes, the two launched an unexpected spin on the traditional kiss cam – the "Chip Cam".
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The Chip Cam scanned the crowd for someone with Lay's and spectators were seen offering up various items on the jumbotron in hopes of being selected. Finally, two lucky fans – a father and daughter – were found with Lay's and were invited to watch the game with Beckham and Henry. This epic hunt for fans with Lay's serves as the main feature of this year's No Lay's, No Game commercial which will air throughout the UCL tournament season.
Beckham expressed his excitement about surprising 75,000 fans at San Siro stadium and working with Henry again. He also mentioned that it was fantastic being able to offer an unforgettable experience to lucky fans.
Henry also shared his enthusiasm for this campaign and how it has evolved from last year when he surprised football fans by going to their doors to watch a match with them if they had Lay's. This year, the Lay's Chip Cam has taken things to a whole new level and Henry is thrilled to be a part of it with Beckham.
More on Nyenta.com
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The campaign was created in partnership with Slap Global and directed by award-winning commercial and television director Andrew Lane.
For those who cannot be in the stands at San Siro, Lay's has also launched an immersive digital experience called the Lay's Detector. In partnership with Meta and Simone, this unique experience gives fans the chance to win exciting prizes by proving they have Lay's with them while watching a game. Fans can access the Lay's Detector by scanning the QR code on Lay's social channels or the No Lay's, No Game commercial. Those who have Lay's will be entered to win exclusive prizing, content, and even tickets to the UCL Men's Finals at Wembley Stadium in London.
Throughout the remainder of the 2023-2024 Men's and Women's UEFA Champions League tournaments, fans can expect more unexpected moments from No Lay's, No Game. To stay updated on this campaign, follow Lay's Football on Instagram. So next time someone asks you "Do you have Lay's?", make sure you do – it could lead to an unforgettable experience!
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