Tostitos has introduced a totally tubular tortilla chip and is now working with Walmart Canada to promote it to consumers.
The PepsiCo brand has expanded its product line with the launch of Tostitos Rolls, corn tortilla chips rolled into tubes that can be eaten alone or dipped. The product originally launched in the U.S. in December and is now available at grocery retailers across Canada.
According to PepsiCo, the tube shape creates a heartier chip that is perfect for thicker dips such as Tostitos Salsa Con Queso–which is being featured both on-pack and in promotions–as well as Tostitos spinach dip.
Susan Irving, senior director of core brands for PepsiCo Foods Canada, said in product testing consumers loved Tostitos Rolls’ “unique crunch and eating experience” and expressed enthusiasm about having a new way to dip, especially when using thicker dips that can sometimes cause regular chips to snap.
Tostitos is working with Walmart on a shopper marketing promotion designed to highlight the versatility of the Tostitos Rolls product. The promotion includes multiple consumer touch points incuding online, sampling and in-store.
The promotion is intended to reach online moms during the pre-shop phase. Millennial moms spend an average of eight hours a day online. “As users become constantly connected, digital is a great way to get [them] brainstorming and thinking about versatile ways of entertaining that suit their lifestyle,” said Irving.
The promotion invites consumers to build shopping and recipe lists at Walmart.ca and on the Walmart app. The dates and locations of in-store sampling featuring Tostitos Rolls, Tostitos Scoops and Tostitos Salsa Con Queso dip will also be promoted through both digital touchpoints. The properties will also promote a new “Taco Night in One Bite” recipe.
Irving said research indicates 81% of shoppers use their smartphone’s search function while shopping. In-store sampling programs drive to Tostitos.ca and the brand’s social media channels, enabling consumers to connect with the brand in-store and extend the relationship post-shop–driving cross-merchandising, co-purchase, further recipe integration and motivation for the next shop.
Tostitos is also supporting the program with TV ads, a digital video on Facebook and pre-roll video on its YouTube channel. BBDO Toronto developed the TV and digital creative, as well as social content that is being moderated in-house. Schawk developed the packaging, while Praxis will launch a PR program highlighting the product innovation.
This article originally appeared at CanadianGrocer.com.
