Pringles plays on football rivalry to drive up sharing sales
SHARING crisps brand Pringles has unveiled a new World Cup-themed promotion featuring Scotland midfielder John McGinn and England goalkeeper Jordan Pickford.
Playing on the rivalry between Scotland and England’s national teams, the new ‘Even Rivals Pass The Pringles’ campaign seeks to showcase how even when football loyalties can divide households, many fans will still share snacks over the game.
McGinn and Pickford front the campaign to highlight this rivalry and the sharing nature of social occasions around football and places Pringles at the centre of this.
The activity will run across social media and retailer activations to meet fans in the places football conversations and matchday habits naturally play out, says parent firm Mars Snacking.
This new consumer-facing campaign follows on from the retailer exclusive activation from Kellanova offering store owners the chance to win up to £25,000 throughout the football tournament.
Seanáin McGuigan, brand manager UK&I at Pringles, said: “Football is one of those rare moments where the energy in the room changes completely. People get more engaged and more invested in every moment – and that is exactly why it is such a brilliant space for Pringles.
“We aren’t trying to make football polite…the rivalry, debate and the chaos are all part of the fun.
“For Pringles, the opportunity is in the moments that happen around the match. We are a brand people instinctively put in the middle of the table, pass around and share without thinking too much about it, and that gives us a very natural role in football viewing.
“With Jordan and John, we’ve been able to turn that everyday behaviour into a campaign that feels distinctive and unmistakably Pringles because whatever happens on the pitch, the tube still gets passed.”
