Tostitos’ Bold Move to Dominate Game Day Snacks
As pro football kicks off, so do snack cravings, and Tostitos is positioning itself as the top chip and dip brand for the NFL season. This year, the brand is making its biggest push yet, unveiling a standalone ad campaign to solidify its title as the Official Chip and Dip of the NFL. With six new commercials featuring football legends Tom Brady, Rob Gronkowski, and Julian Edelman, Tostitos aims to stand out by using humor and surprise to engage die-hard fans in unexpected ways.
“It was a big swing for us,” said Chris Bellinger, chief creative officer of PepsiCo Foods U.S. “We want Tostitos to be seen as the football partner.”
The heart of the campaign is a series of commercials that star the Patriots trio in unexpected, humorous scenarios. The ads playfully poke fun at fans who sneak in football viewing during inappropriate moments like weddings, funerals, or even while flying a plane. But there’s a twist — instead of criticizing these fans, the athletes suggest the only issue is they aren’t enjoying Tostitos with the game.
In the commercials, Brady, Gronkowski, and Edelman surprise fans by showing up with chips and dip, turning an otherwise “inappropriate” moment into a perfect game-day experience. The first three spots, titled “Wedding,” “Pilot,” and “Paint & Sip,” air during the Patriots vs. Bengals game, with more to follow throughout the season.
A New Playbook for NFL Advertising
Tostitos’ approach breaks the mold of typical NFL-themed commercials that often focus on couch-side game viewing. Instead, the campaign recognizes the growing trend of fans catching the game on-the-go, in various settings like grocery stores or during family events. The aim is to capture the changing way people consume sports and show that Tostitos can be part of any football moment, no matter where fans are tuning in.
“We don’t want to keep showing the same living room scene over and over again,” Bellinger said. “If you see it too much, it just fades into the background.”
Going Beyond TV Ads: Digital and Fan-Focused Activations
While Tostitos has always partnered with the NFL as part of PepsiCo’s larger sponsorship, this campaign is a significant leap for the brand. The effort also includes digital activations, delivery partnerships to reach snackers in real time, and custom “Team Bags” featuring packaging for 28 different NFL teams, including a new Washington Commanders design. These bags will hit the market in select cities and be available through early October.
Tostitos’ in-house agency D3 led the creative work, with OMD handling media. The spots were directed by Dave Meyers and shot over two days, even enduring an earthquake during filming in California.
Bellinger emphasized that the chemistry between Brady, Gronkowski, and Edelman — all close friends in real life — helped make the process fast and genuine. The ads were completed in just a few weeks, keeping the production simple and fan-focused. According to Bellinger, the tight turnaround made the campaign feel more authentic and ensured it stayed focused on what would resonate with real NFL fans.
“Sometimes, when you’re working under pressure, you don’t overthink it,” Bellinger said. “That’s what keeps the human element front and center.”