Doritos turns Formula 1 into a snack experience

The campaign includes a series of films that recreate the atmosphere of a race weekend

Doritos has launched Taste the Thrill, a global marketing platform developed with Formula 1 to extend the race weekend experience beyond the circuit through content, social media and food activations.

As the Official Savory Snack Partner of Formula 1, the brand will roll out campaign films, creator collaborations and Doritos Loaded experiences at more than 15 Grands Prix during the season.

Campaign focuses on the fan experience

Rather than centring on drivers or teams, Taste the Thrill focuses on how fans experience Formula 1 through social media, highlights, watch parties and digital content.

The campaign includes a series of films that recreate the atmosphere of a race weekend by transforming everyday environments into Formula 1-inspired experiences. The films feature immersive sound design combining engine noise with commentary from Formula 1 broadcasters, including David Croft in the UK, alongside localised versions for other markets.

Kyle Gore, vice president of marketing, Doritos: "Formula 1 is one of the most exciting sports in the world, but most fans will never experience it live — and that's exactly the opportunity for us. With Taste the Thrill, we're translating the excitement of the sport into something fans can feel — not just watch."

Doritos Loaded expands trackside presence

Alongside the content campaign, Doritos is expanding its Doritos Loaded food platform across the Formula 1 calendar. The activation will appear at more than 15 races, with menus adapted to local markets.

Earlier this year, Doritos appointed chef Gordon Ramsay as the global partner for Doritos Loaded. As part of the collaboration, Ramsay will develop eight recipes designed to showcase the platform across Formula 1 events and at-home viewing occasions.

The campaign has already appeared at races in Melbourne, Shanghai and Barcelona. In Melbourne, Doritos introduced a Taste the Thrill tower, giving visitors elevated views of the city and the circuit.

Social media supports year-round activity

Doritos will also use its partnership with the Mercedes-AMG PETRONAS Formula One Team to produce reactive social media content throughout the season, alongside creator collaborations and fan-focused storytelling.

The brand said the campaign is designed to keep fans engaged throughout the Formula 1 calendar, whether they are attending races in person or following the action through digital channels.

www.doritos.com

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