The Challenge
Watching the NFL just isn’t the same without the right snacks.
As the official snack partners of the league, PepsiCo wanted to remind fans that Ruffles, Popcorn, Kacang and Tostitos dips are the dream team for game day.

The Idea
Introducing The Snack Ref — the ultimate enforcer of snack law.
If your viewing party was missing the right crisps or dips, he’d blow the whistle and call a snack foul.
We even drafted in two-time Super Bowl Champion Eli Manning to prove that the right snacks make every game better.

The Work
A bilingual TV campaign aired across Central and South America during the NFL season, supported by supermarket POS and playful social content.

The Impact
Fans loved it. Retailers did too.
Sales across all four brands spiked as audiences stocked up for every kick-off.
Proof that the right snacks really can change the game.