Ruffles’ latest iteration of its “Own Your Ridges” campaign finds PepsiCo leveraging its relationship with LeBron James, the global superstar who made the jump to the beverage and snack company after nearly 18 years with archrival Coca-Cola. While their first partnership highlighted a new product, the latest James-PepsiCo collaboration focuses on a staple of the company’s Frito-Lay North America snack portfolio.
Tapping James for the Ruffles effort comes as PepsiCo looks to build on growth in its snack portfolio. The company gained market share in the salty and savory snack categories last quarter, with Frito-Lay seeing organic revenue increase 5%, per CNBC. PepsiCo could be looking to strengthen its position as the latest COVID-19 surge causes consumers to continue snacking on familiar comfort foods as they did early in the pandemic.