Ruffles grills with an in-store campaign

The PepsiCo brand launched the in-store "Max out your grill" campaign and contest for shoppers to win a BBQ.

Though summer has been teasing Canadians with its arrival for a while now, PepsiCo brand Ruffles is giving a reason to hold out hope.

Having launched late April and ending late May, the brand’s “Max out your grill” in-store campaign was created by agencies BBDO and Mark IV, and drives shoppers to its Facebook page where they can enter a contest to win one of eight BBQs for the summer grilling season.

Susan Irving, director of marketing, PepsiCo Canada says the Ruffles campaign is primarily targeting men, as the product is typically favoured by a male audience on account of its flavours, such as Hot Wings, Loaded Baked Potato, BBQ and Sour Cream and Bacon.

The creative depicts a barbeque, with several accompanying point-of-sale components, including header cards, shelf hangers and co-displays with Pepsi Max and Budweiser as a part of a cross-merchandising partnership, she adds. No other media, beyond in-store, was purchased for this campaign.

“The campaign is an evolution of the 2012 creative,” says Irving, noting that the brand focused on the “man cave” – another passion point for the consumer – in the previous year’s campaign. “We brought it back because it resonated so well with our customers. Results were strong, driving sales and share on our portfolio.”