Because the official snack associate of the FIFA World Cup 2026, Lay’s is bringing the joy of the event nearer to Saudi followers via domestically impressed flavors, Saudi soccer stars, and community-driven experiences. Ahmed El-Sheikh, CEO of MENAPAK Meals at PepsiCo, discusses how the marketing campaign celebrates the Kingdom’s soccer tradition whereas connecting it to the worldwide recreation.
Q: How does this Lay’s World Cup marketing campaign carry collectively the fervour of Saudi soccer followers with the model’s international soccer legacy?
A: Because the official snack associate of the FIFA World Cup 2026, Lay’s has lengthy celebrated soccer as a recreation that brings folks collectively throughout borders and cultures. In Saudi Arabia, the place soccer is deeply woven into on a regular basis life, it has a rare means to unite folks throughout generations, households and communities. From celebrating native soccer icons to introducing flavors impressed by Saudi tastes, together with the limited-edition Saudi Pickled Lemon taste, the marketing campaign brings a uniquely native perspective to a worldwide second. It’s about creating experiences that really feel genuine to Saudi followers whereas celebrating one of many world’s largest sporting occasions.
Q: How essential was it for this marketing campaign to really feel domestically related, from the flavors to the selection of Saudi soccer stars?
A: Native relevance was important from the very starting. Saudi soccer followers have a novel relationship with the sport, and we wished the marketing campaign to mirror the personalities, traditions and conversations that outline matchday tradition within the Kingdom.
As a part of the worldwide No Lay’s, No Sport marketing campaign, we introduced collectively a few of Saudi Arabia’s most cherished soccer legends and present stars in a playful WhatsApp group chat as they deliberate their match viewing, debated fixtures, mentioned gameday rituals and, in fact, selected the snacks. It was essential that followers acknowledged their very own conversations and experiences in these moments.
That very same considering prolonged to the flavour line-up, which was designed to have fun soccer cultures from world wide whereas sustaining a powerful native connection via flavors resembling Saudi Pickled Lemon alongside Brazilian BBQ & Honey, Mexican Pineapple Jalapeño and French Bitter Cream & Herbs. Mixed with Lay’s domestically produced chips, made utilizing 100% Saudi-grown potatoes, we wished to offer followers one other technique to expertise the worldwide spirit of the event via a distinctly Saudi lens.
Q: Lay’s is understood for creating shared moments. How does this marketing campaign assist carry households, associates, and soccer followers collectively?
A: Soccer is never skilled alone in Saudi Arabia. Matches are moments that carry collectively households, associates and whole communities, whether or not at dwelling, in cafés or in bigger watch events. Lay’s has been a part of these gatherings for many years, and this marketing campaign builds on that by creating new shared experiences, from following gamers’ behind-the-scenes conversations to taking part within the Fan of the Match expertise and group watch events. In the end, our purpose is to create memorable experiences that carry folks collectively and strengthen the connections that soccer naturally creates.
Q: How do limited-edition flavors assist Lay’s create pleasure and dialog past match day?
A: Snacks are an important a part of soccer gatherings, and the limited-edition World Cup flavors give followers a brand new technique to have interaction with the event and share within the expertise collectively. Every taste is a celebration of iconic dishes that assist outline taking part nations’ meals cultures, from Brazilian BBQ & Honey and Mexican Pineapple Jalapeño to French Bitter Cream & Herbs and Saudi Pickled Lemon, bringing international soccer cultures to Saudi followers via taste.
On the similar time, Lay’s has deep roots within the Kingdom, with each chip made domestically utilizing 100% Saudi-grown potatoes, making this a uniquely native expression of a worldwide soccer second. Very similar to soccer itself, flavors spark dialog, encourage discovery and change into a part of the shared expertise.
Q: What function do Saudi soccer legends and present gamers play in making the marketing campaign really feel extra private to followers?
A: The involvement of Saudi soccer legends alongside right now’s stars creates a bridge between generations of supporters. Gamers resembling Salem Al Dawsari, Musab AlJuwayr and Nawaf AlAqidi alongside iconic figures resembling Hussein Abdulghani and Mohammed Noor carry authenticity and familiarity to the marketing campaign. Followers have grown up watching these gamers and celebrating their achievements, so seeing them work together in enjoyable and relatable methods makes the expertise really feel far more private and significant.
Q: Trying forward, how do you see Lay’s persevering with to have fun Saudi tradition, soccer, and group via future campaigns?
A: Saudi Arabia continues to be considered one of our most essential markets globally, and we stay dedicated to creating campaigns that remember native tradition, help Saudi expertise and convey communities collectively. Whether or not via innovation, storytelling or shared experiences, we’ll proceed to search out new methods to attach with Saudi followers via the moments of pleasure and passions that matter most to them.
