Pringles has launched a new football-themed marketing campaign featuring England goalkeeper Jordan Pickford and Scotland midfielder John McGinn, as the snacks brand looks to reinforce its position as a sharing favourite during the summer sporting season.
Running under the banner 'Even Rivals Pass The Pringles', the campaign centres on the idea that while football loyalties may divide households, friendship groups and nations, fans are still willing to share a tube of Pringles during a match.
The activity will run across social media and retail channels, using the natural rivalry between Pickford and McGinn to highlight shared viewing occasions and the role snacks play in bringing fans together.
According to the brand, the campaign is rooted in real matchday behaviour, with friends and family gathering to watch games despite supporting different teams.
Seanáin McGuigan, brand manager UK and Ireland at Pringles, said football remains a key opportunity for the brand because of the social nature of viewing occasions.
"Football is one of those rare moments where the energy in the room changes completely. People get more engaged and more invested in every moment – and that is exactly why it is such a brilliant space for Pringles," he said.
"We aren't trying to make football polite – the rivalry, debate and the chaos are all part of the fun.
"For Pringles, the opportunity is in the moments that happen around the match. We are a brand people instinctively put in the middle of the table, pass around and share without thinking too much about it, and that gives us a very natural role in football viewing."
The latest activity builds on Pringles' growing investment in football marketing, following recent campaigns featuring England international Cole Palmer to promote the Pringles Hot range.