Pringles is looking to see its Diwali outreach “pop” with a campaign targeting South Asians, featuring the chip brand’s two global top-selling SKUs. The Kellanova snack brand is activating around the popular festival of lights this year, urging its core audience to “pop the patakhe” (firework) with a multi-generational family in traditional garb chomping on chips.

Nicole Gawen, marketing wellbeing vice president at Kellanova Canada, said “pop” is a key ownable attribute of the brand. “From a consumption perspective, savory snacks very integral to Indian culture and there is lots of opportunity there,” she says.

The creative addition of the fireworks is an insight into the sound of the chips as well as the popularity of fireworks during Diwali celebrations, Gawen adds.

Globally, the two SKUs heroed in the spot – Original and Sour Cream – are the company’s most popular and these flavours are also favoured by newcomers and more entrenched Indo-Canadians.

Kellanova worked with the multicultural marketing agency Ethnicity Matters, which also handled strategy, insight, creative and the media buy. Ethnicity Matters secured the snack brand’s multicultural business after an RFP process this summer and this is the shop’s first execution for the CPG.

The campaign leverages the high video consumption habits amongst South Asians for a video-first approach, and uses targeted media channels – radio, TV, digital and social – to generate awareness.

The new “Pop the Patakhe” campaign represents a broader effort by Pringles and Kellanova, to connect with the ethnic communities and new Canadians in relevant ways.

In the potato chip category, Gawen says it is looking to stand out by offering different formats, with short cans in addition to medium-sized and tall cans for home consumption.

This week, the Pringles brand unveiled its “Pringles Mingles,” its first bagged rather than canned snack offering in a decade and a half, “which is about that sharing occasion, straight from the bag, and mingling two flavours in one.”