Frito-Lay + Rick Astley partner for second year with 'New Year New York' campaign
Cue the cheesy '80s hair… Frito-Lay and Rick Astley are back for a second year with the brand’s “New Year New York” campaign and they want to know what you’re “never giving up” in 2022! The 360-degree program spotlights Astley’s hit song “Never Gonna Give You Up” as a reminder that, while traditional new year’s resolutions often focus on giving things up, consumers can seize the moment to really lean into what they love—particularly when it comes to their favorite snacks. Building on the spot that originally rolled out in December 2020, this year has a new contest component and a chance to duet with Astley on TikTok.
The digital spot kicks off on Christmas Day (Dec. 25) airing on Facebook, Instagram, YouTube, Amazon, and Spotify and includes some of Frito-Lay’s favorite smarter snacking choices, including SunChips Harvest Cheddar, Smartfood Popcorn in White Cheddar, SIMPLY Cheetos Puffs White Cheddar, and BAKED Lay’s.