Hasbro and Frito-Lay Bring the Flavor with Interactive Promotional Campaign

By Allison Watkinson
TLL Reporter
Frito-Lay Variety Packs has partnered with Hasbro for a promotional licensing campaign across TV and gaming experiences.
The Hasbro x Frito-Lay Variety Packs’ campaign will include four advertising spots across TV, digital and social media platforms, as well as an interactive game that gives players a chance to win themed daily prizes.
“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,” said Frito-Lay Variety Packs VP, Melissa Miranda. “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.”
The four co-branded advertisements follow fictional families and friends as they navigate life-sized versions of Hasbro gaming titles while snacking on Frito-Lay Variety Packs.
The Hasbro games featured in the advertisements are Chutes and Ladders, Hungry Hungry Hippos, Connect 4 and The Game of Life. 
“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,” said Hasbro VP, Matt Proulx. “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.”
The interactive Frito-Lay x Hasbro web game can be accessed through QR codes that are included on new limited-edition Frito-Lay Variety Packs tht are available throughout the U.S.
Based around The Game of Life, the interactive digital experience allows players to explore an animated world inspired by both brands while collecting Frito-Lay snacks and looking for shortcuts to the finish line.
Available until May 19, players of the co-branded web game will have a chance to win a special daily prize chest with a 1,000 dollar value that includes a range of Frito-Lay snacks, Hasbro gaming titles and more.
A division of PepsiCo, Frito-Lay North America’s product portfolio includes a wide range of snack food brands such as Ruffles, Doritos, Fritos, Lay’s, Tostitos, SunChips and more.
The snack food company currently operates more than 40 manufacturing facilities across North America, as well as an extensive direct-store-delivery product distribution network.