Lay's, a renowned snack brand, aimed to deepen its connection with Latin American consumers by leveraging their passion for football, particularly the UCL®. With the rise of digital platforms in the region, Lay's saw an opportunity to engage its audience more effectively through innovative content.

The brief was to create a podcast series that resonated with football enthusiasts in Latin America, providing engaging analysis and discussion around UEFA Champions League® matches. The objectives were to increase brand affinity, drive engagement, and establish Lay's as a brand that understands and celebrates its consumers' interests.

To achieve these goals, Lay's collaborated with well-known football commentators to produce EL PAPARTIDO, the first UCL podcast in the region. The podcast's format encourages audience interaction, fostering a sense of community among football fans. Through EL PAPARTIDO Lay's aime to strengthen its relationship with consumers and enhance its brand perception in Latin America.

The creative idea behind EL PAPARTIDO revolves around providing football fans with an innovative and immersive experience that goes beyond traditional match commentary. By combining the concept of "Papa" (chips) and "Partido" (game), the podcast creates a playful and engaging platform where fans can enjoy match analysis while indulging in their favorite snack. This unique blend of football and snacking culture resonates with the audience's passion for both, making the podcast a natural extension of their interests.

The creative insight into fans' desire for more interactive and personalized content directly influenced the amplification of the brand message. By inviting fans to submit questions and participate in discussions, the podcast not only caters to their preferences but also strengthens their emotional connection with the Lay's brand. This approach transforms passive listeners into active participants, driving deeper engagement and brand affinity.

The strategy behind EL PAPARTIDO revolves around two key elements: audience insights and community building.

EL PAPARTIDO podcast is grounded in deep audience insights and a proactive community-building approach. Recognizing the fervent passion for football among Latin American fans, the podcast taps into their desire for engaging content and meaningful interactions. By offering quick access to analysis and discussions during lunchtime, UEFA Champions League® matches, the podcast gives to the audience's consumption habits. Moreover, the inclusion of renowned commentators like Fernando Palomo and Andrés Agulla enhances the sense of community, fostering a strong connection between fans and the brand. Through active engagement opportunities, such as submitting questions and interacting with special guests, EL PAPARTIDO nurtures a vibrant community where fans feel valued and heard. This approach not only amplifies brand loyalty but also cultivates a dynamic digital space where fans can share their passion for football.

EL PAPARTIDO, introduces a groundbreaking podcast experience centered around the UEFA Champions League®, presented by Lay's. Hosted by sports commentators Fernando Palomo and Andrés Agulla, the podcast offers insightful analysis, highlights, and engaging debates on each matchday. With special guests like Ronald Araujo, Javier Mascherano, Fernando Morientes and Puppi Zanetti, the show provides fans with a platform to immerse themselves in the world of football. Through storytelling and expert commentary, EL PAPARTIDO captures the essence of football fandom, fostering a strong sense of community among listeners while elevating Lay's brand presence in the digital community.

• 5.3 million organic impressions

• 300% new subscribers (the most significant growth in the history of Lay's Latam YouTube channel)

• 24 thousand interactions

• 69 thousand hours watched