WHITE PLAINS, NY — Chocolate-covered pretzel brand Flipz is working alongside NFL star Kyle Juszczyk and fashion designer Kristin Juszczyk to further its “Flipz Up Your Game Day” campaign.

“Game day isn’t just about the game, it’s about the rituals around it, especially how and when fans snack,” said Ahad Afridi, chief marketing officer of pladis Americas, Flipz’s parent company. “Flipz fits every moment, blending sweet, salty and crunchy into a go-to snack that shows up from kickoff to the last play in an effort to add to consumers’ game day rituals.”

The initiative serves a dual purpose, encouraging consumers to take their game day snacks to a new level and — with Flipz as the unofficial sponsor of the coin flip — rallying them to rebrand the signature coin toss.

“And just like game day rituals, some traditions deserve respect,” Afridi continued. “Take the coin toss, which literally kicks off every game. It’s time we call it what it is: the coin flip. Partnering with Kyle and Kristin Juszczyk, who know football culture inside and out and are authentic fans of the brand, is the perfect way to spark that conversation.”

The campaign includes digital, social, TVC and retail promotion, as well as a sweepstakes consumers can enter via social media.