Sales Promotion



Client: Hostess Frito-Lay, Mississauga, Ont.

Campaign: Superhero Mania

Agency: STRATECO Strategic Communications Group, Toronto

Creative Director: Robert Leon

Copywriter: Keith Prestwich

Art Director: Agostino Guastella

Few brands challenge Frito-Lay in the salty snacks category. In order to maintain its position at the forefront, Lays and Doritos brands regularly introduce major on-pack events, supported by massive ‘perimeter’ displays in-store. All promotions must be simple, compelling and fully integrated.

The objective of its ‘Superhero Mania’ campaign was to develop an exciting promotional event with broad consumer appeal to drive display and generate incremental sales. The goal was to grow overall sales of Lays and Doritos by 10% versus a year ago and to execute the program on take-home, single-serve and vend formats across a variety of channels.

The campaign used a 360-degree communications strategy with message consistency and integrated elements across 11 million packages, TV, radio, P-O-P, Internet and print. The strategy was to introduce a ‘superhero mania’ thematic reuniting customers with some of their favourite superheroes.

Supported nationally with radio, the promotion centred on an online trivia game encouraging product interaction – all trivia answers were based on hero profiles found on-pack. The campaign offered multiple levels of participation, including daily instant wins, downloadable comic books, as well as a grand-prize trip to Universal’s Islands of Adventure in Orlando, Fla.

A partnership established with Teletoon extended reach with on-air trivia also based on the Frito-Lay packaging. Driving excitement, the first-ever Canadian edition Marvel comic book was commissioned, printed in a numbered run and leveraged with the trade.

The campaign doubled sales objectives with 20% growth nationally.


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