PLANO, Texas (September 3, 2020) — NFL Kickoff has long provided a sense of anticipation and excitement, something larger than the sport itself that symbolizes a shifting of the seasons and sprint toward the holidays. But perhaps there’s no greater time than now that America is yearning for the return of its favorite sport.
To that end, Frito-Lay North America is rolling out its 2020 NFL Kickoff campaigns, anchored by a star-studded TV commercial creatively themed “’Twas the Night Before Kickoff,” relating the sense of wonder and excitement of the night before Christmas from the original iconic poem to the night before NFL Kickoff. Think Tom Brady and Rob Gronkowski in pajamas giddy with glee. The portfolio campaign leads Frito-Lay’s return to NFL Kickoff that also includes programming from Tostitos, the Official Chip & Dip of the NFL.
Frito-Lay’s headlining portfolio campaign features a who’s who of current and former NFL stars, including Brady and Gronkowski, Tony Romo, Dak Prescott, Ezekiel Elliott, Katie Sowers and Marshawn Lynch, who provides a one-of-a-kind narration to the newly created classic. In support of Tostitos, Doritos, Cheetos and Lay’s under Frito-Lay, the $17 billion snacks division of PepsiCo, the spot is created by Frito-Lay’s internal creative agency and directed by Peter Berg, renown Hollywood director with a personal passion for football with credits such as “Friday Night Lights.”
“There’s something magical about NFL Kickoff that truly evokes this sense of excitement and anticipation — it’s a time when fans can set their hopes and dreams for their team,” said Rachel Ferdinando, SVP and CMO, Frito-Lay North America. “This year, the return of the NFL matters more than ever. America is looking for a sense of normalcy, and the return of one of the country’s largest cultural events is sure to provide that joy. Our campaign is meant to tap into the excitement and anticipation kickoff provides and evoke some of the same magical feelings we have during the holiday season.”
Frito-Lay Portfolio Campaign: ‘Twas the Night Before Kickoff’
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‘Twas the Night Before Kickoff leads Frito-Lay’s 2020 NFL programming, followed by a new campaign from Tostitos:
About Frito-Lay North America
Frito-Lay North America is the $17 billion convenient foods division of PepsiCo, Inc. (NASDAQ: PEP), which is headquartered in Purchase, NY. Learn more about Frito-Lay at the corporate website, https://www.fritolay.com/ and on Twitter https://www.twitter.com/fritolay.
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $64 billion in net revenue in 2018, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales. Guiding PepsiCo is our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. "Winning with Purpose" reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business. For more information, visit www.pepsico.com.