Food & Beverage Outlook > Food & Beverage Insights > Lays Target ‘Bandwagon Fans’ in Will Ferrell FIFA World Cup 2026 Marketing Push Food & Beverage Insights Lays Target ‘Bandwagon Fans’ in Will Ferrell FIFA World Cup 2026 Marketing Push By Neil Perry By Neil Perry Content Director Neil Perry is Content Director for Outlook Publishing. Follow: - Content Director Last updated: May 18, 2026 Share Lay’s is using celebrity-led advertising, experiential activations and limited-edition product launches to broaden FIFA World Cup 2026 engagement among casual consumers and drive snack category participation ahead of the tournament. Contents Lay’s launches FIFA World Cup 2026 consumer campaign Celebrity-led campaign targets casual sports audiences Experiential activations support nationwide engagement Limited-edition flavour launches expand product tie-ins Merchandise and digital engagement strategy International campaign activity Lay’s launches FIFA World Cup 2026 consumer campaign Lay’s has unveiled a new FIFA World Cup 2026 marketing campaign aimed at expanding tournament engagement beyond traditional soccer audiences, positioning “bandwagon fandom” as a shared consumer experience centred around snacking and social occasions. The campaign, titled “Jump On, America,” features comedian Will Ferrell alongside David Beckham and Marshawn Lynch in a nationwide advertising push tied to the FIFA World Cup 2026. As an Official Sponsor of FIFA World Cup 2026, Lay’s said the initiative is designed to encourage broader participation in the tournament, regardless of consumers’ level of football knowledge or fandom. Celebrity-led campaign targets casual sports audiences The campaign centres on a Lay’s-branded “Bandwagon” vehicle driven by Will Ferrell, who encourages consumers to “jump on the Bandwagon” and engage with the tournament through shared food and viewing experiences. Lay’s said the campaign aims to reposition the term “bandwagon fan” from a criticism into an inclusive invitation for consumers to participate in the cultural moment surrounding the tournament. “Soccer is one of the fastest-growing sports in the U.S., yet for many, the FIFA World Cup can still feel out of reach,” the company explains. “Lay’s saw an opportunity to meet consumers where they already are: gathering with friends, enjoying major cultural moments, and reaching for potato chips.” “People love to pretend you have to pass some kind of test to enjoy the FIFA World Cup,” said Will Ferrell. “Lay’s is basically saying: forget that. Just jump on the Bandwagon, grab some chips, and have fun. No expertise required, just enthusiasm and snacks.” Experiential activations support nationwide engagement Lay’s is extending the campaign through a coast-to-coast “Bandwagon Tour,” with planned activations in Los Angeles, Dallas and New York City. The events will include product sampling and interactive consumer experiences designed to bring the campaign into physical retail and live-event environments. The experiential strategy forms part of Lay’s broader FIFA World Cup 2026 sponsorship activity focused on creating what the brand describes as “memorable moments” around the tournament. Limited-edition flavour launches expand product tie-ins Alongside the advertising campaign, Lay’s is introducing a range of limited-edition potato chip flavours tied to international football themes. The range includes: Lay’s Argentinian-Style Steak with Chimichurri Lay’s Brazilian-Style Garlic Sauce Lay’s Wavy French Onion Soup The flavour rollout links product innovation with tournament-driven consumer engagement, combining international taste profiles with seasonal sports marketing. Lay’s® Launches Limited‑Edition Globally Inspired Potato Chip Flavors for FIFA World Cup 26™ Merchandise and digital engagement strategy Lay’s is also incorporating merchandise and social engagement into the campaign through a limited-edition “Go Soccer” jersey featuring interchangeable patches representing all 48 FIFA World Cup 2026 participating countries. The company said the design is intended to allow consumers to support multiple teams throughout the tournament. Additional promotional activity includes recurring social media giveaways and competitions offering fans the opportunity to win FIFA World Cup 2026 Final tickets. International campaign activity Internationally, Lay’s is also relaunching its “No Lay’s, No Game” platform through an “Epic Watch Party” activation. The initiative includes supermarket-based fan experiences and digital engagement through a dedicated WhatsApp channel designed to maintain consumer interaction throughout the tournament period. The campaign invites football fans to participate in shared viewing experiences with “5 global icons” as part of its broader FIFA World Cup 2026 marketing programme. This article was produced by the editorial team at Food & Beverage Outlook and published as part of the Outlook Publishing global network of B2B industry magazines. Outlook Publishing delivers industry insights, company stories, and sector coverage across food production, manufacturing, supply chains, construction, healthcare, mining, and sustainability. Food & Beverage Outlook provides ongoing coverage of organisations and developments shaping the global food and beverage sector. 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