Frito Lay is breaking with holiday tradition by suggesting replacing the typical sweets set out for Santa with a savoury snack instead.
In the hero spot that is featured as part of Rethink’s first 360 brand campaign for Frito Lay, Santa is shown taking bite after bite of the numerous cookies on offer during his Christmas Eve journey. Relief from the relentless volume of sweets finally comes in the form of a dad snacking at midnight, who offers him chips.
“This campaign started with one simple idea: What if Santa wanted an alternative to cookies?” says Jess Spaulding, CMO at PepsiCo Foods Canada. “That really inspired us to think creatively about how Santa could speak for every Canadian who finds themselves wishing for a bowl of chips over the traditionally sweet holiday season.”
Frito Lay Canada commissioned research among members of the Angus Reid Forum that found 68% of Canadians sometimes want another option to sweets during the holiday season. More than one-third responded saying they’d prefer savoury snacks.
That research informed the introduction of All Wishes from Miss Vickie’s brand. The limited-edition package is filled entirely with ‘wish chips’ – the highly coveted folded chip. The bags will be available in limited quantities daily from Dec. 8 to 12, beginning at 11:11 a.m. ET, on the “Miss Vickies Holiday Wishes” website to those who donate $5 or more to Make-A-Wish Canada.
“We’re thrilled at the opportunity to be working with some of the most iconic brands on the planet,” says Mike Dubrick, chief creative officer and partner at Rethink. “And for the holidays, who better than Frito Lay to challenge convention and make a traditionally sweet holiday a little more savoury?”
The campaign kicked off with an open letter from Santa Claus, expressing his wish for something savoury during the holidays, published in major newspapers across the country.
The spot is supported with a national broadcast buy, which includes contextual lower third placements on the Food Network, The Hallmark Movie Marathon on W Channel, the Santa Claus Parade, digital online and social, and OOH.
Rethink handled strategy, creative and PR, and OMD handled media.
