In 2022 Frito-Lay became the official sponsor of the FIFA World Cup. Canada also qualified for the tournament for the first time in 36 years! This was a big deal for Canadians, so this spot for Frito-Lay needed to excite a whole new generation and engage them with the sport while also entertaining existing fans of the beautiful game.

To celebrate both its own sponsorship and the country’s long-awaited qualification, Frito-Lay Canada wanted to make a splash during the World Cup. But as football has historically been less popular in Canada than other sports, the spot needed to get the nation engaged in the game, starting from scratch. And of course the work needed to seamlessly integrate Frito-Lay products into the sport.

The spot, “Taste of Soccer,” throws viewers into a fast-paced tour of the game, its history and the skills required to play it. Narrated by John Boyega, his native-Londoner grit gives the voice-over an authenticity straight from the home of football.

In a rapid-fire history of football, this spot takes Canadian viewers to the roots of the beautiful game, in England back in the 1800s. It travels through time to see the sport as a global phenomenon, celebrating fans and players along the way. Throughout, Frito-Lay products were integrated seamlessly and in fun ways, like a Cheetos-bag keepie uppie—harder than it looks, no doubt!

• Impact: 861,453

• Reach 89% of Adults 18+

• Engagement: VTR 17.68%, CTR: 0.06%

• Change in Behaviour

• Achievement against objectives We delivered 90%+ on all tactics. Our objective was to build association between Frito-Lay and FIFA World Cup, this did not come through in the BLS.