Mondelēz International Launches Soccer-Focused #PassTheLoveBack Campaign

Mondelēz International, maker of OREO cookies, RITZ BITS crackers and CHIPS AHOY! cookies, has made a continued commitment to soccer through the #PassTheLoveBack campaign. For the third straight year, this multi-brand program from the Official Snacks of U.S. Soccer and the Official Snacks of Major League Soccer will leverage U.S. Women's National Team forward Alex Morgan and some of the most popular players and organizations in the sport—with a strong focus on rallying support for the local teams and communities who play and cheer the games coast to coast.

"Our snack brands have a very natural connection to soccer at the local level, and if you look in the stands or in the post-game celebrations chances are you'll find them there," says Stephen Chriss, senior director for North America marketing activation and strategic partnerships at Mondelēz International. "We take a lot of pride in this connection to local communities, so we're extremely excited to evolve our popular soccer campaign to #PassTheLoveBack to the teams, players and parents who show their passion for soccer day in day, day out."

The #PassTheLoveBack campaign will help bridge the divide and connect teams with enhancements. Through May 31, communities are encouraged to recruit friends and family to visit PassTheLove.com to support their local soccer teams in earning up to $1,000 for custom T-shirts or team donations.

This will be an integrated campaign supported by thousands of custom #PassTheLoveBack multi-pack snack packs that include OREO cookies, RITZ BITS crackers and CHIPS AHOY! cookies. The campaign also will include retail displays; shopper marketing programs; breakthrough real-time social content; interactive consumer events; and public relations.

This is the third year the Official Snacks of U.S. Soccer have prompted fans to "Pass the Love." In 2014 and 2015, the campaign rallied messages of support for the U.S. Men's National Team and the U.S. Women's National Team as they competed in the largest international soccer tournaments on earth.

The designations of Official Snacks of U.S. Soccer and MLS extend to the cookie, candy, cracker and gum categories and are inclusive of a series of well-recognized brands operated by Mondelēz International, including: OREO, CHIPS AHOY, RITZ, Wheat Thins, Honey Maid, Newtons, Belvita, Trident, Dentyne, Stride and Sour Patch Kids, among others.