Lay’s, the official snack partner of the UEFA Champions League (UCL), has kicked off No Lay’s, No Game 2024, rewarding fans who are ‘game day ready’ with Lay’s during the UCL tournament.

This year, Lay’s enlisted the star power of David Beckham and Thierry Henry, two very influential football stars, to pose the question, “Do you have Lay’s?” to a roaring crowd of 75,000 at San Siro during a highly anticipated match between AC Milan and PSG. Just moments before kick-off, Beckham was ‘surprised’ to discover that Henry had polished off all his Lay’s chips. In a race against time, the duo launched a plea via the Lay’s “Chip Cam” – a unique twist on the classic kiss cam.

In a thrilling yet comical pursuit to locate Lay’s holders, the Chip Cam scans the audience as Beckham and Henry watch on. Spectators are seen offering various items on the big screen all vying to be chosen. Eventually, two fortunate fans are spotted with Lay’s and are invited to enjoy the game alongside the iconic soccer stars. This quest to find Lay’s enthusiasts and grant them a once-in-a-lifetime viewing opportunity as the centrepiece of this year’s No Lay’s, No Game commercial, set to air throughout the UCL tournament season.

“We had a great day filming at the San Siro stadium for No Lay’s, No Game. Whenever Thierry and I get together it’s always a lot of fun – and it was fantastic being able to surprise 75,000 fans,” said Beckham.

“Last year, I teamed up with Lay’s to surprise some of soccer’s biggest fans by literally going to their doors to see if they had Lay’s – and if they did, I stayed and watched the match with them,” said Henry. “This year, we really upped the ante with the Lay’s Chip Cam, and it was truly an exhilarating experience being back in the stadium with David. We spent a lot of our careers playing against each other on the field, so there’s something special about coming together with Lay’s in a whole new way to offer a once in a lifetime experience for fans.”

This campaign boasts a multifaceted approach that leaves a lasting impact on both consumers and the broader market landscape. The ingenious pairing of its football figures such as David Beckham and Thierry Henry ignites so much attention, placing Lay’s into the forefront of consumer minds and strengthening brand visibility. The campaign not only showcases the brand’s ability to enhance social experiences but also cultivates a deeply positive brand image. This alignment with the passion and energy of football culture not only resonates with the targeted audience but also lays the foundation for brand loyalty among consumers. The campaign’s “Chip Cam” feature and interactive engagement with live audiences further connects the consumers with the brand by getting everyone involved.

Photo: Lay’s