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Frito-Lay, Hasbro team up for family fun

  • Frito-Lay and Hasbro are partnering for a spring promotion to show how their brands can bring people together for some shared good times. 
  • The new campaign, which includes television spots airing on television, digital and social media platforms, depict families and friends enjoying Frito-Lay Variety Pack snacks while immersed in a world of life-sized Hasbro games, including The Game of Life, Chutes and Ladders and Hungry Hungry Hippos.
  • During the promotional period, which runs through May 19, consumers will be able to enter a sweepstakes to win a $1,000 game chest that includes Frito-Lay snacks, Hasbro games and other prizes. 

What’s a game without snacks, and what are snacks without good times with others to enjoy them with? Those two questions are what bring Frito-Lay and Hasbro together for this spring promotion. For both companies, the shared value is familial connection. 

“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, in a statement.

Television spots promoting the partnership depict a Frito Lay Variety Pack box unfolding to become an animated and immersive environment that looks like a Hasbro game, such as The Game of Life. As moms give their kids snacks, they encounter other familiar elements from games, including Hungry Hippos and Chutes and Ladders leading into homes.

The co-branded promotion extends to Frito Lay Variety Packs’ packaging currently in stores. The specially marked packs contain a QR code that, when accessed, takes consumers to an interactive web game that allows players to explore an animated world inspired by both brands. 

On a virtual game board, players will move throughout the environment in a car inspired by The Game of Life collecting Frito-Lay snacks and looking for shortcuts to the finish line. As they participate in the game, consumers will have the opportunity to win daily game chests containing $1,000 worth of snacks, games and more.

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