Moving into first place with ‘Race to Win’ promotion
SNACKS brand Doritos is set to drive up excitement with Formula 1 with the launch of a new on-pack promotion in partnership with the motorsport.
As the official savoury snack partner of Formula 1, the new on-pack promotion aims to thrill fans with a partnership that combines Doritos’ bold personality with the excitement of F1. Rolling out across all channels from 12 January, the campaign brings the multi-sensory thrill of F1 to UK shoppers.
Dubbed the ‘Race to Win’ promotion, consumers are in with the chance to bag prizes of up to £10,000 along with F1 tickets and a prize set to be claimed every hour throughout the promotion’s runtime.
And to dial up this excitement even further, a new limited-edition Golden Sriracha flavour is also set to land on shelves, complete with F1-inspired packaging. The Golden Sriracha flavour joins the promotion in a striking trophy-inspired gold pack, designed to stand out further on shelf and bring the boldness of F1 to retailers’ stores.
To take part in the excitement, consumers need only visit the campaign’s dedicated website and pick between one of two races simply by selecting their entry option from between Race 1 and Race 2.
Race 1 puts shoppers in the running for hourly instant-win opportunities, with 840 prizes of merchandise available to win throughout the promotional period. Choosing Race 2 enters consumers into the grand prize draw, with nine lucky winners each receiving a pair of Grandstand tickets to the Formula 1 Pirelli British Grand Prix 2026, accompanied by £200 spending money, along with one lucky winner securing the grand prize of tickets to the Grandstand along with £10,000 in spending money.
Alex Nicholas, senior marketing manager at Doritos, said: “We are thrilled to land our first UK activation of the multi-year global partnership with Formula 1, an incredible partnership of the boldest sport with the boldest snack brand in the world to light up race weekends.
“The ‘Race to Win’ promotion, in addition to our new Golden Sriracha flavour and striking new pack designs, gives shoppers a dynamic new way to experience the excitement of F1.”
