Frito-Lay and Hasbro have joined forces for an exciting spring promotion aimed at bringing families and friends together for some shared good times. The collaboration, which encompasses television spots, digital and social media platforms, showcases families and friends enjoying Frito-Lay Variety Pack snacks while engaging in life-sized Hasbro games such as The Game of Life, Chutes and Ladders, and Hungry Hungry Hippos.

Running through May 19, the promotional period allows consumers to participate in a sweepstakes to win a $1,000 game chest containing Frito-Lay snacks, Hasbro games, and other prizes. The campaign emphasizes the importance of snacks in enhancing shared experiences and the value of familial connection, a core principle for both Frito-Lay and Hasbro.

Melissa Miranda, vice president of portfolio marketing for Frito-Lay Variety Packs, expressed the shared goal of encouraging families to embrace moments of connection and add more fun and flavor to make quality time more memorable. Television spots promoting the partnership depict a Frito Lay Variety Pack box unfolding to become an animated and immersive environment resembling a Hasbro game, such as The Game of Life, creating a visually engaging and relatable experience for consumers.

The co-branded promotion extends to Frito Lay Variety Packs’ packaging in stores, featuring specially marked packs with a QR code that, when accessed, leads consumers to an interactive web game inspired by both brands. Players can explore an animated world, move throughout the environment in a car inspired by The Game of Life, and have the chance to win daily game chests containing $1,000 worth of snacks, games, and more.