ETTG Power a Year-Long Partnership Between Pringles & Cole Palmer
Pringles has officially announced an exciting new partnership with Chelsea star Cole Palmer, launching the “Hot vs Cole” campaign. This collaboration, developed by Pringles, in partnership with Ear to the Ground (ETTG) and Chelsea FC, is designed to integrate Pringles into football culture with a fun, meme-worthy content strategy that puts Palmer’s personality at the forefront. The campaign celebrates the launch of Pringles Hot Blazin’ Fried Chicken, the latest addition to the brand’s “Hot” range.
A new playbook for football advertising
Pringles and ETTG’s talent team worked closely with their Fan Intelligence® methodology to shape the creative direction of the campaign, ensuring it resonated with today’s football audience – who are tired of stale, scripted ads and crave real, unfiltered entertainment. The strategy behind ‘Hot vs Cole’ taps into Palmer’s natural charisma and growing reputation as one of the Premier League’s biggest social media stars, leaning into his viral appeal to drive authenticity and engagement.
The campaign aims to:
- Embed Pringles into football entertainment & snacking rituals in an authentic, fan-first way.
- Move away from traditional polished advertising and embrace the raw, humorous, and relatable side of football culture.
- Utilise Palmer’s real-life personality, bringing his family, humour, and competitive spirit into the content.
A series of episodes of heat & hilarity
The campaign will launch with two key content pieces:
- “How Hot?” – A blind taste test where Palmer must correctly guess which Pringles Hot flavour he’s eating.
- “Cole Sweats” – A sauna challenge featuring fiery questions and even hotter Pringles.
That’s not all, there’s another burst in April which will feature in-store competitions and more social content.
With each episode, fans will see Palmer’s real reactions, unscripted banter, and lighthearted competition – crafted to feel more like an inside joke between mates than a traditional brand campaign.
A full-year partnership with impact
Pringles and Palmer’s partnership extends beyond the initial campaign, forming a year-long collaboration that will include exclusive content drops, retail activations, and interactive social media moments. With football at its core, Pringles will leverage key moments in the season to keep fans engaged and the campaign fresh.
This long-term strategy aligns with ETTG’s belief that the best athlete partnerships are built on sustained storytelling rather than one-off ads. By keeping Palmer in control of the narrative and allowing him to bring his unique personality into the campaign, Pringles ensures it maintains authenticity and relevance throughout the season.
Pringles quote:
“We’re beyond excited about this partnership with Cole Palmer and the fantastic campaign Ear to the Ground has created. ‘Hot vs Cole’ has perfectly captured Cole’s personality and the humour fans love. ETTG’s deep understanding of football culture has made this more than just a campaign – it’s a cultural moment. We can’t wait for fans to see what’s next!!” – Rebecca Worthington, Salty Snacks Marketing Lead, Kellanova.
Blending football with Cole’s signature humour
Pringles’ partnership with Cole perfectly blends football culture, humour, and snacking, ensuring that every content piece is authentic to Palmer’s personality and engaging for fans.
With a mix of raw humour, memorable moments, and interactive fan engagement, “Hot vs Cole” is set to be one of the most entertaining brand x football collaborations of the season.
Stay tuned – Can you handle HOT like Cole? Find out soon.
-ENDS-
For media inquiries, please contact: [Alex Rowlands]
[alexrowlands@eartotheground.agency]
[+44 7511 690792]
