Lay’s is chasing soccer fans from grocery runs to group chats ahead of this summer’s World Cup.

The PepsiCo brand is bringing back its “No Lay’s, No Game” platform, originally developed for the UEFA Champions League, for the FIFA World Cup. French soccer legend Thierry Henry, who starred in the original stunt four years ago, returns this year—and is joined by Lionel Messi, Alexia Putellas, David Beckham and, for some professional comedy, Steve Carell.

The premise is familiar, though tweaked a bit. Henry, Beckham and Carell drive to a Miami supermarket and accost unsuspecting shoppers as they leave the store. If they have Lay’s in their shopping bags, they get invited back to an epic soccer watch party, where Putellas and Messi also make appearances.

The work comes from agency Slap Global.

The campaign extends to a sprawling WhatsApp group that has grown into a central hub for fan interaction. That chat, which has drawn more than 4 million participants to date, serves up live reactions, memes and voice notes during matches, turning the messaging app into a running commentary feed for the tournament.

This work reflects a shift in how the brand is approaching audience. Instead of aiming messaging at demographics, the campaign looks at behavior—who’s buying chips at a store, who’s chatting during a match—and builds from there. Lay’s believes this approach feels more immediate and less staged, even when global celebrities are involved.

Separate from the global “No Lay’s, No Game” campaign, PepsiCo is also teasing an upcoming U.S. effort for Lay’s, which will have a “bandwagon” theme, with the image below.