Bell Media, Frito-Lay and media agency OMD have launched a first-to-market radio and OOH campaign for the FIFA World Cup Qatar 2022. 

The activation will see Frito-Lay creative showcased on digital boards located in bars and restaurants in six key markets every time the Canadian men’s national team scores a goal. In addition, in a first-ever experience, 17 Bell Media radio stations across Canada will interrupt programming with “breaking news” and a Frito-Lay tag to announce the Canadian goals.

The digital boards and radio broadcasting will also be supported across stations’ social media channels.

Bell Media’s TSN, RDS and CTV are the official broadcasters of the FIFA World Cup in Canada, and Frito-Lay is a global World Cup sponsor. With Canadians following the event more closely this year due to the Canadian team participating there was a unique opportunity to provide a more tailored local experience for fans looking to keep up with the team.

“With the timing of the tournament falling within the holiday period, we wanted to ensure that Canadians could celebrate in real-time even when they aren’t able to tune into the live broadcast,” said Jessica Spaulding, CMO of PepsiCo Foods Canada.