Lay’s potato chips, is thrilled to announce the return of its iconic partnership with the UEFA Champions League (UCL). This year, Lay’s reintroduces its celebrated campaign, “No Lay’s, NoGame,” aiming to enhance the joy of football viewing experiences for fans worldwide.

Through the “No Lay’s, No Game” initiative, Lay’s invites football enthusiasts to elevate their game day celebrations by enjoying Lay’s chips during the tournament. The campaign embodies the spirit of camaraderie and excitement that accompanies football matches, emphasizing that the experience is always better with Lay’s in hand.

“Whether watching with a group of friends or at home solo, the game-day experience is always better with a bag of Lay’s,” said Tongase Dhlakama, Marketing Lead: Potato Chips at PepsiCo South Africa. “This year, No Lay’s, No Game is giving fans even more reasons to have Lay’s in hand. For those who do, something truly remarkable might happen. And those who don’t? Don’t despair—Lay’s might have something in store for you too!

The highlight of the campaign is once again the grand prize – with Lay’s, consumers could win TWO double tickets to the trip of a lifetime – the opportunity to attend the UEFA Champions League 2024 final at Wembley Stadium in London, UK. Alongside this grand prize, Lay’s is also offering other exciting prizes to further engage and reward fans throughout the tournament.

Additionally, Lay’s is bringing the excitement of “No Lay’s, No Game” to fans through an immersive digital experience in partnership with Meta. The No Lay’s No Game social media filter offers fans yet another method to enter the running for the grand prize in addition to the familiar on-pack approach. By proving they have Lay’s with them while watching a game, fans can unlock this unique digital experience and enter for a chance to win exciting prizes.

Fans can access the social media detector via Lay’s South Africa Facebook and Instagram pages or by simply scanning the QR code on our TV commercial. And this year, we have a commercial like no other.

Lay’s has launched a TV commercial starring soccer legends David Beckham and Thierry Henry. The spot was shot in under five minutes during a live match between AC Milan and PSG at Milan’s San Siro stadium before a crowd of 75,000 fans.

Their task? To reward those with Lay’s in hand in an effort dubbed “Chip Cam“ – a play on the traditional “kiss cam.”

The duo rewarded a fortunate father-daughter duo spotted with Lay’s, elevating their game-dayexperience with an exclusive invitation to watch alongside them.

“From our iconic potato chips to ground-breaking innovations like the No Lay’s No Game Social Media Filter, Lay’s remains committed to providing delightful and inventive snack experiences forour consumers” said Dhlakama.