The No Lay’s No Game strategy has long been Lay’s global approach to positioning the brand as essential for football viewing—just as popcorn is for the cinema. During the UEFA Champions League, the campaign reminds fans that Lay’s elevates every match. By giving fans a reason to always have Lay’s on game day, the idea is that you never know what might happen.

Lay’s may be the number one chips brand in the world, but in Germany, people haven’t yet fully embraced it as the go-to snack for football. The campaign uses a local insight to help German audiences realize what they’re missing and make a case for change. The concept introduces a “superjoker” substitution theme: “Wechsel zu Lay's!” (“Switch to Lay’s!”)