Project Description
In September 2024, PepsiCo Canada relaunched the iconic Frito-Lay brand, Hostess Chips, a staple of every Canadian Millennial’s childhood. The brand returned under a refreshed identity as “Munchies,” paying homage to its nostalgic goblin-like characters.
My Role
PepsiCo Canada enlisted me to develop a bilingual, hyper-targeted social media strategy aligned with the broader brand return plan. The strategy needed to resonate with both returning fans of the original brand and a new generation of consumers.
Working collaboratively within the "Integrated Agency Team," I crafted an organic social media strategy designed for Instagram, TikTok, and Facebook. This strategy complemented the influencer, paid media, and out-of-home (OOH) campaigns, while also integrating innovative short-form video content. Content focused on showcasing the product and brand experiences in real-world contexts rather than relying on animation, delivering an authentic and engaging visual narrative. The strategy also incorporated insights from social listening to engage with existing online conversations about the brand.
Key Deliverables
Leading a team of two strategists, I created and executed a multi-phased content strategy that included:
-Tease and Launch: Strategically unveiling the brand’s return to generate buzz.
-Activation Promotion: Real-time social coverage of two Toronto activations:
1) A statue pop-up at Canoe Landing Park featuring the three Munchies brand ambassadors.
2) An immersive experience, called “The Living Room”, designed to delight fans and transport them back to “simpler times”.
-Always-On Coverage: Consistently engaging with consumers to share product information and spread joy on social platforms.
Beyond organic social media, my contributions extended to:
-Writing copy for paid advertisements.
-Advising on influencer campaigns.
-Contributing to high-level campaign planning.
-Advising on and contributing to community management matrix.
Results
-Gained over 1,000 Instagram followers within the first two weeks of the campaign.
-Garnered overwhelmingly positive community responses, celebrating the brand's return and innovative new flavours.
-Successfully repurposed organic social media messaging and copywriting across multiple campaign channels, including OOH and paid media.
—
Client: PepsiCo Canada
Freelancer Agency: Passionfruit
Integrated Agency Team Partners: Vocabulary, Edelman, OMD, Praxis PR, markIV
