Hershey and Frito-Lay Gear Up for the Super Bowl

The companies have announced campaigns running up to the big game.

January 09, 2024

Hershey announced that the Reese’s brand is returning to the big game with a new commercial during the Super Bowl. According to the company, the 30-second spot “plays on the extreme passion fans have for both rooting for their favorite teams, as well as their passion for Reese's Cups.”

"Reese's has a fervent fan base who are emotionally invested in our iconic pairing of peanut butter and chocolate, much like the fan bases of the two teams in the Big Game," said Ryan Riess, vice president creative and brand strategy, The Hershey Company. "We're excited for the biggest candy brand to return to the biggest stage after four years." 

The last and only time that Reese’s aired an ad during the big game was in 2020, when the brand introduced the Reese’s Take 5 bar.

Aside from the commercial, The Hershey Company stated that “Reese's will also be giving fans more of what they want via a range of activities with strategic partners leading up to the game.”

Frito-Lay has launched its 2024 NFL Playoff campaign, “Taste of Super Bowl.” The campaign features a new commercial starring football players Rob Gronkowski, Marshawn Lynch and Troy Polamalu as they “rediscover the taste of victory,” but with a chip-inspired twist.

In the commercial, the former Super Bowl champions—with a combined seven Super Bowl victories between them—experience confetti bursting from bags of Lay's, Cheetos and Tostitos. The company said that “the pop of confetti transports them right back to the feeling of celebrating on football's biggest stage.”

"More than 90% of football fans enjoy snacks and beverages on gameday while they cheer their team on to victory," said Tina Mahal, senior vice president of marketing, Frito-Lay North America.

"Snacks are a key part of gameday, especially when coming together to watch the Super Bowl, and no one does it better than Frito-Lay," said Gronkowski.

The commercial will debut on television during Super Wild Card Weekend and run through Super Bowl LVIII. Specially marked "Taste of Super Bowl" Frito-Lay products are now available at retailers nationwide.

Ferrara recently announced that the company was making its first-ever appearance at the Super Bowl with its Nerds brand. According to the company, the advertisement will feature “Nerds and its characters like you’ve never seen them before” while showcasing the brand’s Nerds Gummy Clusters candy.