Frito-Lay’s Super Bowl Experience

February 14, 2023

The Super Bowl has become a major cultural event in America, attracting not only football fans but also people who are interested in the elaborate halftime shows, the star-studded commercials, and the social gatherings that accompany the game. 

Leading up to this year’s event in Phoenix, those in town were given the opportunity to attend a four-day fan festival, known as the Super Bowl Experience, presented by Lowe’s at Hance Park. The free event was filled with live music, local cuisine and entertainment presented by some of the country’s largest brands. 

Everyone knows the Super Bowl would be incomplete without the snacks, so it’s only natural Frito-Lay took part in the experience. The snack brand partnered with New Creatures to create an immersive area called Route 57, complete with athlete appearances, Doritos football themed arcade, and even a Giant Human Claw Machine under the façade of a “General Store.”  

Filled with 6000 bags of snacks ranging from Tostitos to Doritos, this general store is anything but typical. Instead of walking into the store, fans were lifted into the air on a crane-like device and relied on their hand-eye coordination rather than money to grab the goods they desire. 


About New Creatures 

New Creatures is an agency dedicated to creating world-class experiences. It’s goal is to combine never attempted ideas with expert production and professionalism. It’s team consists of doers, thinkers, artists, and seasoned producers from diverse industries and backgrounds.   

About Frito-Lay 

Frito-Lay is an American subsidiary of PepsiCo that manufactures, markets, and sells corn chips, potato chips, and other snack foods. The primary snack food brands produced under the Frito-Lay name include Fritos corn chips, Cheetos cheese-flavored snacks, Doritos and Tostitos tortilla chips, Lay’s and Ruffles potato chips, Rold Gold pretzels, and Walkers potato crisps. 

About the Arizona Super Bowl Host Committee 

The Arizona Super Bowl Host Committee is a private, non-profit Arizona corporation responsible for planning and executing a successful Super Bowl LVII in 2023. The goal of the Host Committee is to galvanize local stakeholders in a united approach to hosting the largest
single-day sporting event in the world by maximizing positive media exposure, fueling the economic engine of Arizona, and leaving a lasting legacy. The Host Committee serves as liaison between the NFL and all regional efforts, culminating with the game in 2023 at State Farm 

Stadium, home to the Arizona Cardinals.  This is the fourth time Arizona is hosting the Super Bowl, following 1996, 2008 and 2015. Only four other sites (South Florida, New Orleans, Los Angeles, and Tampa Bay) hold this distinction. For more information, visit or follow @AZSuperBowl on Twitter, Instagram and Facebook. 


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