Ruffles is in the thick of it with a new marketing campaign for its new “Thick Cut Chips.”
The Frito Lay Canada brand is introducing the new product after research found that chip consumers enjoy a heartier cut, said director of marketing Susan Irving.
Ruffles is supporting the launch with jaw-dropping billboards and 2-minute vignettes, developed by BBDO Toronto and running in Western Canada.
One automated billboard appearing in Calgary and Winnipeg features a man’s mouth stretching well beyond normal to accommodate the oversize chip, while another features a man’s head tilted back, mouth open. BBDO is also projecting an ad onto walls around Vancouver’s bar district on weekends.
Sportsnet West will run customized vignettes featuring “open-wide” moments from various sporting events. For example, one spot features a hockey player scoring on an open net.
The new thick chips are currently available in creamy dill and cheese flavours across Canada. Ruffles will look at introducing new flavours to the line based on consumer demand, said Irving.
The campaign launched last month and will run until mid June. OMD Canada handled the media buy.
