June 28, 2022

Frito-Lay’s classic pretzel brand kicks off its Gold Hunters™ campaign, sending pop culture fans on a ‘hunt for gold’ through movies, television, music, sports and more; actor, comedian & host Joel McHale gets in on the fun to help consumers strike gold.

Rold Gold® is turning 106 years old and is marking the occasion by giving away more than $106,000 in gold bars through its new Gold Hunters™ campaign. Launching today, Gold Hunters™ spotlights Rold Gold’s pop culture legacy as this limited-time program sends fans on a hunt to find Rold Gold® hidden in the background of their favorite television shows, movies, sports, and music that span decades, all for a chance to win real gold. Also new for the 106-year celebration: Rold Gold’s latest bag design, which is set to land on shelves nationwide this summer.

Now through September 11, pretzel fans and pop culture lovers can tune into Rold Gold’s social media channels, including @RoldGold (Twitter), to find clues that point to ‘80s film classics, iconic ‘90s sitcoms, recent comedy and drama shows, sporting events, non-Rold Gold® advertising, and more moments where they’ll find bags of Rold Gold® embedded, including the brand’s newest bag design. Clues will also pop on digital platforms like Facebook, Instagram, Amazon, and IMDB throughout the campaign, and all clues will be live on RoldGold.com as of June 27.

Consumers who solve the clues - or spot Rold Gold® on their own - can share they’ve “found gold” on Twitter with a tweet using #FoundGold and #Entry, or by simply commenting on the initiating tweet with the two hashtags. With that, they’ll be entered to be one of 60 random winners who will take home part of the more than $106,000 in real gold.

Actor, comedian, host, and pop culture expert Joel McHale joins Rold Gold’s Gold Hunters™ campaign – acting as a clue himself as he teases a pop culture moment in which he and Rold Gold® both appear. McHale will share his Gold Hunters™ clue via his Instagram on July 6.

“Like Rold Gold®, I’ve been showing up in pop culture for a really long time and would even consider myself a pop culture authority,” said McHale. “In fact, Rold Gold® and I share some on-screen credits – and if pretzel fans can figure out where our film careers have overlapped, they’ll have a shot at winning a gold bar. Here are a few hints: friends, housewife, scheme, inspector.”

“Rold Gold® has been intertwined in culture for more than a century, not only showing up for pretzel lovers as their go-to snack, but also appearing in some of our favorite cultural moments with some of our favorite personalities, like Joel,” said Flavia Simoes, senior director of marketing at Frito-Lay. “We want to celebrate Rold Gold’s legacy as both a beloved snack food and as a staple in American pop culture. To do that, we’re launching our Gold Hunters™ campaign that underscores how Rold Gold® has always been part of our lives. We’re also thrilled to introduce our latest bag design this summer. The brand’s new look speaks to Rold Gold’s enduring relevancy.”

The famed pretzels will debut a more modern, evolved style when its new packaging arrives in supermarkets this summer. The updated design stays true to Rold Gold’s signature gold and blue color scheme while bringing a brighter, fresher energy to traditionally muted pretzel aisles.

About Frito-Lay North America

Frito-Lay North America is the $19 billion convenient foods division of PepsiCo, Inc. (NASDAQ: PEP), which is headquartered in Purchase, NY. Frito-Lay snacks include Lay’s and Ruffles potato chips, Doritos tortilla chips, Cheetos snacks, Tostitos tortilla chips and branded dips, SunChips multigrain snacks and Fritos corn chips. The company operates 30+ manufacturing facilities across the U.S. and Canada, more than 200 distribution centers and services 315,000 retail customers per week through its direct-store-delivery model. Learn more about Frito-Lay at the corporate website, www.fritolay.com, on Twitter (@fritolay), on Instagram (@fritolay) and on Facebook (Frito-Lay).

About PepsiCo

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $70 billion in net revenue in 2020, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker, Tropicana and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 23 brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. "Winning with Purpose" reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of our business strategy and brands. For more information, visit www.pepsico.com.