Last year, Anna Kendrick professed her love for snacking and all things Christmas when she debuted her own rendition of the Sound of Music’s “My Favorite Things.” The spot, which featured branded lines like “Bright yellow Lay’s bags and noses frostbitten,” was such a hit that Frito-Lay decided to recycle it for this year’s holiday season.
According to svp and chief marketing officer Rachel Ferdinando, opening a holiday shop packed with branded merchandise this year was “an absolute must, especially at a time when we’re all looking to add some joy and cheer to our everyday lives.”
Before the launch of its holiday shop, fans were already taking to TikTok to showcase their homemade snack-themed fashion. This trend led Frito-Lay to launch an exclusive society for snack superfans, who have probably already placed their order for a Cheeto pom-pom hat and matching scarf.
The apparel line features knit scarves “to keep your neck warm or wipe your mouth” and fuzzy socks “so no one will hear you sneaking into the pantry for a midnight snack.” The brand is also benefitting children in need of some holiday joy by donating up to $500,000 in proceeds to Toys for Tots.
Frito-Lay’s launch of an online shop is a response to a need for convenience and safety among consumers this year. According to the brand’s latest U.S. Snack Index, snacks are the most likely food to be purchased online for the holidays, and up to 50% of Americans are planning to buy holiday groceries online, which is up from 15% in 2019.
Frito-Lay has a clear affinity for branded renditions of Christmas classics—the brand started celebrating early this year with a reading from Marshawn Lynch of ’Twas the Night Before Kickoff. The snack maker has also partnered with Tracee Ellis Ross, who has a conversation with her snack cabinet in another recent campaign.