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Pringles is putting the ‘playful’ back into football after last season’s setbacks, with its new football-themed campaign. To spread their playful spirit, the Kellogg-owned snack brand’s aim is to remind people of the energy and feeling of the games wherever they watch, with restrictions still in place, and to make Pringles a part of the experience. 

Building on the playful element of Pringles popular Christmas campaign, Grey shows a football team having fun with their Pringles: we see players making unexpected use of the snack and its packaging as they train and prepare for their matches.  

In one film, a football team is lined up ready to start a match, but instead of getting ‘in the zone’ and focusing on the game ahead, the players are all turning, bemused, to look at one particular member of the team, who has decided to get playful with his Pringles ahead of the big game. 

The ‘Keeping Football Fun’ campaign, created by Grey, comprises multiple assets including TVC, social films, gifs, static images, OOH and stickers. All are designed to remind people how fun football is by showing how Pringles can enhance the football viewing experience.

Rui Frias, European senior brand manager at Pringles, said: “We’re really excited for the summer of football and to elevate the experience with our exciting assets and of course, with some Pringles too. Not only are our assets impactful and fun, but they will also target people at the right time with the right message. We can’t wait to see the reaction from our fans as they cheer on their teams.”

The campaign includes dynamic creative content in the form of animated gifs, shot during production of the social film, which will be optimised with a variety of copy and served at an array of trigger moments during the championship once it gets underway. As part of their digital innovation strategy, Pringles are always looking to create test and learn opportunities within their campaigns. Football culture is just as much about reactions as it is watching. So, beyond putting out traditional ads, Pringles are putting out real-time reactionary content that reacts to what is happening in-game as it happens. 

Utilising Grey’s master designs, Presto, Dentsu’s in-house Dynamic Creative has developed a bespoke template to scale the creative and bring the brand to life by responding intelligently to real-time data signals across seven markets. Kellogg, Carat, Grey and Presto collaboratively identified audience, time of day/day of week, and live sports signals as the key data triggers to be truly relevant to the Pringles audience and connect in a new way. Based on these real-time triggers, the template will dynamically populate Grey’s fun relevant copy matched with lively GIFs to ensure the creative served at that key moment in time is tailored to the individual.  

The campaign will run across Europe in 24 national markets – primarily on TV and VOD, before having a social roll out from June.

Laura Jordan Bambach, president and CCO UK at Grey, said: “As we were all disappointed by 2020, it’s good to get the football season back and to be reminded of the importance of the game and how fun it is to watch, even if the conditions are not the same.”