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Hasbro and Frito-Lay® Variety Packs Partner To Deliver Interactive Gaming Experience



Hasbro and Frito-Lay® Variety Packs are partnering in a campaign to inspire more joy, encouraging family gatherings with better snack choices. The well-known game and toy company and the snacking giant are delivering fun gaming experiences alongside opportunities to win a $1,000 game chest. Leveraging TV and social media, the campaign includes a four-spot series highlighting popular kids’ games and their families. The videos feature people snacking on Frito-Lay Variety Packs in scenes where they experience being inside the life-sized versions of The Game of Life, Chutes and Ladders, Hungry Hungry Hippos, and Connect 4.  

“Frito-Lay Variety Packs is thrilled to partner with Hasbro, who connects generations of fans and families through its gaming experiences, to help foster more joy in everyday snacking with our bright, fun-filled campaign,” said Melissa Miranda, VP of Portfolio Marketing for Frito-Lay Variety Packs. “Together, we want to encourage families to embrace moments of connection, whether it’s a family game night or a road trip, and add more fun and flavor to make this quality time more memorable.”  

Limited-edition Frito-Lay Variety Packs are available in stores now across the U.S. QR codes included in the special packs enable snackers to play an interactive, animated web game. By scanning the QR code, customers are given access to a virtual gameboard. The Game of Life lends inspiration to the experience, allowing players to hop into a virtual car and track down and collect Frito Lay snacks.  

“Hasbro connects fans and families through gaming experiences that are fun to play, fun to watch, and fun to share,” said Matt Proulx, VP of Global Experiences, Partnerships and Music at Hasbro. “This campaign with Frito-Lay Variety Packs is a natural expansion for our brands as we celebrate making the most out of family connections with snacks and adventure that will put a smile on everyone’s face.” 

Frito-Lay and Hasbro fans have a chance to win a $1,000 game chest with snacks and games every day through May 19, 2024. 

Learn more about the exciting interactive game and how to enter for a chance to win at:


Read more on Loyalty360:   

Adding Gamification to Customer Loyalty Programs: Experts Offer Advice for Brands 

Boosting Mobile Engagement Through Gamification 

The Impact of Gamification on Loyalty Strategies 


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