We turned the most snackable day of the year into a collectible moment of glory.
To celebrate Super Bowl Sunday, we created limited-edition “ChampionChip Rings” honoring Frito-Lay’s most beloved brands.
These oversized rings blended sports culture, snack fandom, and bling-worthy flexes—and became the ultimate fan trophy.

Overview:
We transformed Super Bowl Sunday into a moment of ultimate snack fandom with a series of collectible, blinged-out “ChampionChip Rings.”

Challenge:
Frito-Lay wanted to own the Super Bowl conversation beyond the traditional ad buy—something physical, fun, and built to generate buzz.

Big Idea:
What if the champions of the snack aisle got their own rings, just like Super Bowl MVPs? We created a limited-edition ring series to celebrate snack loyalty in a big, wearable way.

Execution:
Each ring honored a Frito-Lay brand—Doritos, Cheetos, Tostitos, and more—and featured over-the-top design, gold detailing, and custom boxes. Fans entered to win them through digital and retail activations.

Impact:
Championchip Rings created social chatter, earned media, and drove fans to engage with Frito-Lay in a whole new way. A perfect blend of pop culture, football, and fan obsession.