Tostitos Celebrates NFL Traditions in New Football Season Push

Quick listen: How Tostitos uses NFL fan traditions to fuel its latest campaign — in under 2 minutes.

Tostitos is putting football fandom and tradition at the center of its latest NFL campaign.

The Official Chip & Dip Sponsor of the league rolled out a series of new spots ahead of kickoff, making it known that it's more than just a gameday snack.

The new efforts connect the product’s craft with fans’ rituals, aiming to highlight why traditions matter in both football and food.

“Just like NFL fans have their team traditions during football season, Tostitos is a brand that has always celebrated traditions when creating our products," Jess Spaulding, VP of food master brands at PepsiCo Foods US, explained.

"Many people think of Tostitos as their go-to gameday snack, but our mission with this campaign is to also remind them about the quality ingredients and time-honoured craft that are behind their favourite tortilla chips.”

PepsiCo US’s in-house agency D3 produced the campaign, which includes several TV ads set to run throughout the season.

Fan Rituals on Screen

The series launched with a spot honoring the Green Bay Packers’ famous "Lambeau Leap," hitting screens just before the NFL’s September 4 season opener.

"Tradition can turn a leap into a legend, and inspires us to make Tostitos the traditional way," the narrator shares.

The ad then breaks down the quality ingredients it takes to make the masa from scratch, and how it contains no artificial flavors, colors, or preservatives.

It ends with the campaign's tagline: Tradition matters.

Later ads will explore other fan traditions.

One will feature Cleveland Browns supporters in the "Dawg Pound," where energy and costumes transform the crowd into a spectacle of loyalty.

Another will showcase the enduring ritual of the Dallas Cowboys’ Thanksgiving Day game, where generations of fans come together no matter the weather.

The final spot will capture Buffalo Bills fans clearing heavy snow from the stadium, a communal effort that represents the city’s grit and pride.

Drawing a comparison between these long-standing rituals with the story of how its chips are made, Tostitos is looking to cement its role in fans’ most memorable football moments.

Our Take: Can Snacks Become a Part of Sports Culture?

Tostitos is leaning into tradition as its competitive edge, and that’s a smart move in the realm of sports marketing. 

Instead of shouting about being the “official chip,” the brand is showing how its product sits inside the same rituals that define football fandom.

The leap into Lambeau, the snow in Buffalo, the Thanksgiving Day game in Dallas, they’re emotional touchpoints for millions of fans tuning into the game.

Connecting the tortilla chip to those shared moments helps Tostitos feel less like a commodity and more like part of the experience. 

In other news, Toyota recently launched a campaign with the NFL to engage fans all season long.