Description
Building on two previous successful UEFA Champions League campaigns, Lay’s set out to go beyond sponsorships and make the brand inseparable from football itself in South Africa. In 2025, the ambition was bigger than UEFA: own every football-watching moment. The challenge was to reignite excitement around the return of two legendary flavours – Sour Cream and Onion (with this flavour being a national obsession) and Argentinian Creamy Pepper Steak – while converting nostalgia into sales and strengthening cultural relevance by embedding Lay’s into football lifestyle and fandom.
To achieve this, we launched The Ultimate Superfan, a campaign that merged nostalgia, sport, and culture – and roped in football icons Lucas Radebe and Teko Modise. The big idea was simple: Lay’s wasn’t just part of the game, it was the game.
This professional campaign titled 'The Ultimate Superfans' was published on May 02, 2025. It was created for the brands: Lay's and Pepsico, by ad agency: Machine_. This Digital medium campaign is related to the Confectionery, Snacks and Sports industries and contains 1 media asset. It was submitted 3 months ago by Group Executive Creative Director: Jabulani Sigege of Machine_.
Credits
AGENCY
Advertising Agency: Machine_, South Africa
CCO: Pete Little (Publicis Groupe Africa)
Group ECD: Jabulani Sigege
CD: Nkululeko Vilakazi
Art Director: Hamzah Limalia
Art Director: Leara Mago
Copywriter: Audrey Nyamucherera
Copywriter: Noxolo Omuta
Copywriter: Nape Mapheto
Strategy Director: Tafadzwa Muzuwa
Strategist: Tshepiso Mokgabudi
Group Account Director: Sanele Mthethwa
Account Manager: Zandile Dlamini
Digital Design Motion Graphics Artist: Paballo Chikala
Multimedia Designer: Sinaye Sonjica
Community Manager: Sethabile Hlengwa
Social Media Manager: Carol Tsotetsi
Editor: Josh Swanepoel
CLIENT
Senior Brand Manager: Aboobaker Hassim
