Tostitos: NHL All-Star Weekend

Content Strategist / Producer / Creative Director / Project Manager / Content Creation / Copywriter

Project Description:

Tostitos Canada celebrated the 2024 NHL All-Star Weekend in Toronto with a pop-up tasting window at Nathan Phillips Square. Visitors enjoyed specially curated snacks made with Tostitos products, set against the backdrop of the city's iconic public skating rink.

My Role:

PepsiCo Canada tasked me with developing and executing a social media strategy for Tostitos Canada’s Instagram and TikTok pages around the NHL All-Star Weekend, including launching Tostitos Canada’s dedicated TikTok page. I created a cross-departmental strategy covering organic content, influencer and athlete collaborations, PR, paid media, legal reviews, and approvals. I managed content creation for the pop-up activation, ensuring near real-time turnarounds due to the tight promotion window, while also overseeing the Cheetos x NHL All-Star Weekend activation. I worked with brand partners for cohesive promotion and collaborated with the community management team to ensure seamless execution..

My Output:

The content strategy followed an "always-on" approach, including the launch of Tostitos Canada’s dedicated TikTok page. The campaign focused entirely on short-form video content to emphasize the event's accessibility (e.g., "Free activity this weekend in Toronto") and featured attending athletes to engage fans.

Key Links:

-@tostitoscanada: Location-based promotion video, shot pre-activation (+ TikTok)

-@tostitoscanada: Activation-focused promotion video (+ TikTok)

-@tostitoscanada: Food-focused promotion video (+ TikTok) 

-@tostitoscanada: Athlete-focused promotion video, featuring NHL All-Stars Boone Jenner and Cam Talbot (+ TikTok)

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Client: PepsiCo Canada

Agency: Passionfruit