No Chips. Would a Game Stop?

Check out this No Lay's No Game campaign

March 21, 2025

Ever had that one thing that just completes an experience? Like popcorn at the movies or coffee on a Monday morning? You don’t think about it much - until it’s missing.

Then, something feels off.

Lay’s played on this exact feeling with their No Lay’s, No Game campaign.

They made people believe that football wasn’t the same without their chips.

And the crazy part? Fans actually started agreeing.

So, how has Lay’s turned a simple snack into a game-day essential?

Let’s break it down.

Campaign Overview

  • Campaign Name: No Lay’s, No Game

  • Campaign Dates: January - February 2022

  • Industry: Food & Beverage

  • Target Audience: NFL fans, snack lovers, sports viewers

What was the campaign about?

Lay’s wanted to make their chips the must-have snack for football fans. They knew millions watched the NFL playoffs and Super Bowl while eating snacks.

So, they created the No Lay’s, No Game campaign to make fans feel like watching football without Lay’s wasn’t the same. They did this by:

  1. Bringing back classic flavors: Lay’s reintroduced old favorite flavors that fans missed. This made people excited to buy Lay’s again.

  2. Teaming up with the NFL: Lay’s worked with the NFL and former football stars to promote the campaign. This made the brand feel more connected to the sport.

  3. Launching a fun challenge: The brand asked people to show a bag of Lay’s while watching the game and post it online. This created buzz and got people talking.

  4. Creating engaging ads: Lay’s ran TV commercials and online videos featuring football legends. The ads showed how Lay’s had been a part of game day memories for years.

  5. Using social media & influencers: The brand worked with well-known figures and sports pages to spread the message and brought in many to participate in the challenge.

The campaign was simple but effective. Lay’s made people feel like football and Lay’s belonged together, turning a regular snack into an essential part of game day.

Campaign Objectives

With this campaign, Lay's did not just target to make sales. They wanted to make their brand a must-have for game day. Their campaign focused on three key goals:

  1. Increase sales during the NFL season

The Super Bowl and NFL playoffs bring millions of viewers who snack while watching the games. Lay’s aimed to boost sales by making their chips feel essential for the experience. They brought back classic flavors to excite old customers and attract new ones.

  1. Engage football fans & drive conversations

Lay’s didn’t just want people to buy their chips but wanted fans to talk about them, share photos, and interact with the brand.

The No Lay’s, No Game challenge encouraged fans to show off their Lay’s bags on social media and made them feel part of a bigger football tradition.

  1. Strengthen brand association with game day

Lay’s wanted people to connect their brand with football season, just like wings and pizza.

They made Lay’s feel like an essential part of watching the game by teaming up with NFL legends, running TV ads, and using influencers. This built long-term loyalty, making fans think of Lay’s every time football season comes around.

Check this ad with Messi:

The same version in Pakistan:

This in India:

And there are many other ads like these customized regionally.

In short, the campaign wasn’t just about short-term sales. It was about making Lay’s the go-to snack for every future game day.

Results

  • No Lay's, No Game was a super success, mainly during its 2024 iteration.

  • It featured soccer legends David Beckham and Thierry Henry surprising 75,000 fans at San Siro Stadium during a UEFA Champions League match.

  • In a previous version, Thierry Henry went door-to-door in Barcelona, asking fans if they had Lay's chips to watch the match. The video of Henry's surprise visits got over 9 million views on the @Lays_Football social media handle.

  • Also, a video featuring Lionel Messi got more than 33 million views within 24 hours on Messi's social channels, surpassing 46 million views.

Lay’s-inspired Strategy For You

If you want to create a campaign like "No Lay’s, No Game," you must make your product feel essential for a big moment. Here’s how you can do it:

» Connect your product to a strong emotion

Lay’s linked their chips to football excitement and nostalgia. Find an event or feeling that makes your product feel necessary. Ask yourself:

  • When do people naturally use my product?

  • How can I make it feel indispensable for that moment?

» Use celebrities or influencers

Lay’s worked with NFL legends like Peyton Manning and Jerry Rice. You don’t need big names, but trusted voices in your industry can help. Find creators who can make your product feel like a natural part of their lives.

» Create an easy challenge for fans

Lay’s made fans show their chips while watching the game. The challenge was simple, fun, and easy to do. When creating a challenge:

  • Make it effortless (fans shouldn’t need special skills or extra effort).

  • Ensure it’s shareable (so people naturally post about it).

  • Link it to an event or trend (so it feels relevant).

They also didn’t just rely on TV ads but used social media, influencers, and in-store promotions. Ensure your campaign is visible where your audience hangs out.

» Create urgency

Lay’s brought back limited-edition flavors to make fans rush to buy them. You can do the same by using: Limited-time offers, exclusive releases, and scarcity tactics (e.g., “Only available for this event”)

» Make it easy for people to participate

Lay’s made it super simple - just buy a bag and share it online. Keep your campaign frictionless. The easier it is, the more people will join.

By combining emotion, influencers, engagement, and urgency, you can make your product feel like a must-have for a specific moment.

Conclusion

Lay’s turned their chips into a must-have for game day by making fans feel like they were missing out without them. And they didn’t just run ads but created a movement.

If you want to build a campaign that drives sales and brand loyalty:

  • Find a key moment where your product naturally fits.

  • Make customers feel involved with an easy, fun challenge.

  • Use influencers strategically to create excitement and trust.

  • Create urgency so people act fast instead of waiting.

Marketing isn’t just about selling. It’s about making your brand a part of people’s experiences. When you do that, they won’t just buy your product but celebrate it.

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Marketers need to build digital relationships and reputation before closing a sale.

Chris Brogan