• by Erik Oster , July 13, 2023

With the first stage of the FIFA Women’s World Cup beginning July 20, sponsor Frito-Lay’s kicked off a campaign to hype viewers up for the tournament -- and for its snack lineup.

Entitled “Taste of Greatness,” the campaign hero ad directed by Bryan Bucjley debuted online today, featuring a packed field of U.S. Women’s Soccer legends past and present. Brandi Chastain, Crystal Dunn, Julie Ertz, Mia Hamm and Abby Wambach are among those making an appearance -- or rather, digitally animated avatars of each of them do.

The ad opens on a mom watching a match on the couch by herself, when her daughter sits down next to her and asks what she’s watching. Mom explains that the women onscreen are some of the best players ever. When her daughter asks what makes them so good, she replies “Can I show you?” and then picks up a chip, saying “This is Mia Hamm.” The chip then explodes into a slightly-unsettling-in-an-uncanny-valley-kind-of-way likeness of Hamm, followed by a bench full of other player avatars. Each of the players represents a specific snack in the Frito-Lay’s brand roster.

“Throughout our FIFA Women’s World Cup campaign, we want to shine a light on the greatness of female athletes and make them the well-deserved center of attention,” Tina Mahal, Frito-Lay North America's senior vice-president marketing told Marketing Daily.

It’s just part of a broader “All-in with Frito-Lay” initiative announced during the Men’s World Cup last year, which Mahal said will continue with a new partnership the brand will announce later this month aimed at creating opportunities for female athletes.

“This agreement marks our largest-ever investment in women’s sports and is a critical piece of our commitment to further equity in sports at all levels regardless of background, gender or ability, and inspire the next generation of athletes,” Mahal explained.

“Sports equity, and women in sports specifically, is a space I’m personally passionate about and one we’re continuing to invest in across our business,” she added, pointing to the company’s Cracker Jill program supporting women in sports and celebrating barrier-breaking female athletes, and its partnership with the WNBA (with Ruffles serving as the league’s Official Chip), as well as the Women’s World Cup sponsorship.

“Taste of Greatness”  will run both online and on broadcast throughout the duration of the tournament, which concludes Aug. 20. Other campaign elements include Frito-Lay World Cup Watch Parties, with the first scheduled for July 21 with FOX Sports on at The Star in Frisco, Texas. A social media sweepstakes, running during the group stage of the tournament from July 20 to August 3, will give fans a chance to win two tickets for to watch the World Cup Final in Sydney.