Bell Media and Frito-Lay Cheer on Canada at FIFA WORLD CUP QATAR 2022™ with First-Ever Disruptive Radio and Out-of-Home Campaign and National Radio-to-Road Program

TORONTO (November 23, 2022) – Today, Bell Media, Canada’s leading media company, unveiled a massive first-to-market disruptive radio and out-of-home campaign in partnership with Frito-Lay in a unique partnership initiative with the brand’s agency OMD. Taking place during FIFA WORLD CUP QATAR 2022™, the unprecedented activation is the first execution of its kind globally to bring Astral’s exclusive Radio-to-Road program to life in a cross-country activation. Every time the Canadian Men’s National Team scores a goal, the celebrations begin on Astral’s digital out-of-home boards, which will be interrupted with instant Frito-Lay creative in six key markets. Digital boards located in bars and restaurants will also power up in celebration mode, switching creative within minutes of a goal. In addition, in a first-ever experience, 17 Bell Media radio stations across the country will simultaneously interrupt programming with “breaking news” and a Frito-Lay tag to announce a Canadian goal, with instantaneous supplementary support across stations’ social media channels. For the duration of the World Cup tournament, advertisements on select roadside digital boards will coordinate with advertisements on select Bell Media radio stations as part of Astral’s exclusive Radio-to-Road ad synching program in six major markets. When radio listeners hear a Frito-Lay ad, the roadside digital boards receive a signal to display a Frito-Lay creative for even stronger amplification. “We are delighted to work with Frito-Lay and OMD on this unique and disruptive advertising campaign that demonstrates what Bell Media can deliver to brands by harnessing the power of our leading assets,” said Perry MacDonald, VP, Advertising Sales and Partnerships, Bell Media. “Frito-Lay’s eye-catching, celebratory campaign creates a distinctive opportunity to unite Canadians coast-to-coast in cheering on the Canadian Men’s National Team.” “As the first-ever salty-snack brand collaboration in FIFA World Cup history, Frito-Lay is excited to celebrate Canada’s return to the FIFA World Cup pitch after a 36-year hiatus. The qualifying campaign inspired the country.  We know Canadians will be following a lot more closely this year to cheer on Canada’s team. With the timing of the tournament falling within the holiday period, we wanted to ensure that Canadians could celebrate in real-time even when they aren’t able to tune into the live broadcast,” said Jessica Spaulding, CMO PepsiCo Foods Canada. “We are thrilled to be working with Bell in a first of its kind execution, integrating real-time signals and breaking news through their Radio-to-Road offering.” Bell Media’s TSN, RDS, and CTV are the official broadcasters of the FIFA World Cup™ in Canada, with complete tournament coverage of all 64 games beginning Sunday, Nov. 20 all the way to the final on Sunday, Dec. 18.