After 36 long years, Canada was once again part of the biggest moment in global sport — the 2022 FIFA™ World Cup. As the first-ever salty-snack brand collaboration in FIFA™ and FIFA World Cup™ history, Frito-Lay was there to celebrate Canada’s unique and special relationship with the beautiful game — one that includes national pride and passion for people’s ‘other home team’ for those with roots that reside outside of Canada’s borders. It was as much a moment to celebrate Team Canada as it was to bring together the many cultures that make up its squad and beyond.

Our objective was to establish Frito-Lay as an essential element of the Canadian soccer viewing ritual by creating a campaign that combines Canada’s most loved snacks with the world’s most loved sport. Our aim was to take the magic of the tournament and make it accessible for all Canadians.

As the first-ever salty-snack brand collaboration in FIFA World Cup™ history, we needed to ensure we built a solid foundation in the broadcast. However — knowing not all Canadians were able to tune-in to the live broadcast, we sought to bring the celebration TO them.

We would bring “Made for the Moment” to life in a 360-campaign using:

1. Canadian Multiculturalism – Tap into the pride Canadians feel in identifying as a unique “cultural mosaic.” Our pride in our country and our national multiculturalism is unmatched, making us one of the most desirable places in the world to live.

2. Canadian Soccer Culture – The elements needed to celebrate the teams, the fans, and the shared passion we all feel for the game.

Given the place Frito-Lay has always had as the snacking star player of the sports viewing Canadian Household, we wanted to establish a

Made for the Moment was a fully integrated campaign — utilizing broadcast, out-of-home, radio, digital, in-store, and experiential — to celebrate Canada’s spot on the world stage.

We worked with Bell Media to evolve their proprietary Radio-to-Road technology, a real-time synching between radio and out-of-home creative. Radio to Road takes a client’s radio creative and chooses a “key word” which triggers the digital OOH board’s system internally to flip the commercial loop for the 30-second commercial duration. In a never-been-done-before execution, we tied this technology to game-day broadcasts, syncing TV, radio, and OOH all in real-time.

Every time Team Canada scored during the World Cup, radio stations coast-to-coast broke into Live programming with an exciting FRITO-LAY branded Goal announcement, running outside of commercial stop sets. Simultaneously, the digital out-of-home boards were triggered in six Canadian major markets. Digital creative in bars and restaurants also switched over.

We reached 89% of adults 18+ in Canada with the rallying cry that put Canadian soccer on the map. By engaging Canadians with a message that resonated across TV, Radio, and OOH, we allowed them to celebrate Team Canada’s success in real-time.

And most importantly, our bet paid off. Across the portfolio of Frito-Lay brands that were featured in the ad, we saw a 24.4% lift in sales volume during the length of the campaign while increasing market share by 0.4%. Our campaign was able to give Canadians a taste of soccer and, more importantly, a taste of how Frito-Lay snacks are Made for the Moment.