SunChips’s compostable packaging and award-winning ad campaign are coming to Canada, with a Super Bowl debut this weekend.
The Juniper Park-created campaign for Frito-Lay North America, which won the CASSIES Grand Prix last week, is coming to Canada, with adaptation by Frito Lay Canada’s AOR, BBDO. The television spot – which features a time-lapse sequence of the bag’s decomposition – is adapted entirely from the US, while a new package design and website will be unique to Canada.
The new SunChips packaging is 100% compostable and is a first-of-its-kind initiative, the brand says. The new 225-gram and 425-gram bags will start appearing on shelves in Canada this March, with the rest of the packaging transitioning through August of this year.
‘In order to continue to reduce our environmental impact as a company, finding sustainable packaging solutions was a must,’ says Marc Guay, president, Frito Lay Canada, in a release. ‘We know that environmentally friendly packaging is a priority for Canadians. Using plant-based renewable materials to make packaging that will interact differently with the environment represents the next small step in Frito Lay Canada’s environmental sustainability journey.’
The Canadian debut of the media campaign, handled by Frito Lay Canada’s MAOR OMD, will kick off Super Bowl Sunday, and will be followed by a Frito Lay ‘sustainability message’ in the Globe and Mail and La Presse.
The TV campaign will continue into the Olympics and also includes a content sponsorship with The Weather Network. An online buy includes a YouTube homepage takeover, Google Ad Words and buys on Canadian news websites. The theme extends to the SunChips website, where the packaging’s distinct crinkling sound is featured.
