Frito-Lay's classic pretzel brand kicks off
new Gold Hunters™ campaign, sending pop culture fans on a 'hunt for
gold' through movies, television, music, sports and more; actor,
comedian and host Joel McHale gets
in on the fun to help consumers strike gold
PLANO,
Texas, June 28, 2022 /PRNewswire/ -- Rold Gold® is turning 106 years old
and is marking the occasion by giving away more than $106,000 in gold bars through its new Gold
Hunters™ campaign. Launching today, Gold Hunters™ spotlights
Rold Gold's pop culture legacy as
this limited-time program sends fans on a hunt to find Rold Gold® hidden in the background
of their favorite television shows, movies, sports, and music that
span decades, all for a chance to win real gold. Also new
for the 106-year celebration: Rold
Gold's latest bag design, which is set to land on shelves
nationwide this summer.
Now through September 11, pretzel
fans can tune into Rold Gold's
social media channels, including @RoldGold (Twitter), to find clues
that point to '80s film classics, iconic '90s sitcoms, recent
comedy and drama shows, sporting events, non-Rold Gold® advertising, and more
moments where they'll find Rold
Gold®, including the brand's newest bag design.
Clues will also pop up on digital platforms like Facebook,
Instagram, Amazon, and IMDB throughout the campaign, and all clues
will be live on RoldGold.com as of June
27.
Consumers who solve the clues - or spot Rold Gold® on their own - can share
they've "found gold" on Twitter using #FoundGold and #Entry, or by
simply commenting on the initiating tweet with the two hashtags.
With that, they'll be entered to be one of 60 random winners who
will take home part of the more than $106,000 in real gold.
Actor, comedian, host, and pop culture expert Joel McHale joins Rold
Gold's Gold Hunters™ campaign – acting as a clue himself as
he teases a pop culture moment in which he and Rold Gold® both appear. McHale will
share his Gold Hunters™ clue via his Instagram on July 6.
"Like Rold Gold®, I've
been showing up in pop culture for a really long time and would
even consider myself a pop culture authority," said McHale. "In
fact, Rold Gold® and I
share some on-screen credits – and if pretzel fans can figure out
where our film careers have overlapped, they'll have a shot at
winning a gold bar. Here are a few hints: friends, housewife,
scheme, inspector."
"Rold Gold® has been intertwined in culture for more than a
century, not only showing up for pretzel lovers as their go-to
snack, but also appearing in some of our favorite cultural moments
with some of our favorite personalities, like Joel," said
Flavia Simoes, senior director of
marketing at Frito-Lay. "We want to celebrate Rold Gold's legacy as both a beloved snack food
and as a staple in American pop culture. Our Gold Hunters campaign
and latest bag design speak to Rold
Gold's enduring relevancy."
The famed pretzels will debut a more modern, evolved style when
its new packaging arrives in supermarkets this summer. The updated
design stays true to Rold Gold's
signature gold and blue color scheme while bringing a brighter,
fresher energy to traditionally muted pretzel aisles.
About Frito-Lay North America
Frito-Lay North America is the
$19 billion convenient foods division
of PepsiCo, Inc. (NASDAQ: PEP), which is headquartered in
Purchase, NY. Frito-Lay snacks
include Lay's and Ruffles potato chips, Doritos tortilla chips,
Cheetos snacks, Tostitos tortilla chips and branded dips, SunChips
multigrain snacks and Fritos corn chips. The company operates 30+
manufacturing facilities across the U.S. and Canada, more than 200 distribution centers and
services 315,000 retail customers per week through its
direct-store-delivery model. Learn more about Frito-Lay at the
corporate website, www.fritolay.com, on Twitter (@fritolay), on
Instagram (@fritolay) and on Facebook (Frito-Lay).
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion
times a day in more than 200 countries and territories around the
world. PepsiCo generated more than $70
billion in net revenue in 2020, driven by a complementary
food and beverage portfolio that includes Frito-Lay, Gatorade,
Pepsi-Cola, Quaker, Tropicana and SodaStream. PepsiCo's product
portfolio includes a wide range of enjoyable foods and beverages,
including 23 brands that generate more than $1 billion each in estimated annual retail
sales.
Guiding PepsiCo is our vision to Be the Global Leader in
Convenient Foods and Beverages by Winning with Purpose. "Winning
with Purpose" reflects our ambition to win sustainably in the
marketplace and embed purpose into all aspects of our business
strategy and brands. For more information, visit
www.pepsico.com.
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SOURCE Frito-Lay North
America