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Tostitos serves up tasty tweets

By Josh Kolm
October 13, 2015

Tostitos is taking a real-time approach to helping Canadians create fun snack ideas with its new “Open Up the Fun” campaign.

By tweeting at Tostitos Canada and using the hashtag #OpenUpTheFun as well as a hashtagged ingredient, users will get a reply featuring a link to a recipe using that ingredient and, in some cases, a short video tutorial. The ingredients so far have ranged from cheese, onions and peppers, to fruit, chocolate and turkey.

 

The campaign is being supported through promoted tweets, on-shelf point-of-sale materials encouraging people to tweet while they shop and a recipe generator tool on the Tostitos website and AllRecipes.com. PepsiCo worked with Twitter Canada to develop the platform, The Hot Plate for recipe generation and OMD on the media buy. BBDO and Match produced digital creative assets, with Match also producing in-store materials with Mark IV.

Susan Irving, senior director of core brands at PepsiCo Foods Canada, says versatility has been a platform for the Tostitos brand for the past five years, based on focus groups that found the heaviest users of the product often went beyond simple “chips and salsa” and created entirely new recipes. Since then, the brand has been trying to educate Canadians about those possibilities in its marketing and doing what Irving calls “pushing media to shelves,” showing snack ideas that will drive in-store frequency.

Irving says the brand has used Twitter in its campaigns in the past, but mostly as a tool to drive awareness for its other activities. The new campaign is not only trying to continue to get consumers to think about Tostitos in a new way, but pushing those ideas in a more direct way by serving a functional purpose for consumers.

“It’s a way to test out different mechanics on how to drive consumers in-store for a call to action,” Irving says. “Twitter is a platform where consumers really like to engage, so we’re getting them to tweet at us and giving them the immediate response they want. And doing it quickly means they can get those ingredients right away, since they might be in the grocery store at the time they tweet it.”

Irving says the brand was keen on a campaign that leveraged mobile since digital usage, especially on mobile, is particularly high among its target of 30- to 45-year-old moms.