TOSTITOS

Frito-Lay ran a campaign using Instagram and Facebook video ads to promote its new Hint of Jalapeño and Hint of Roasted Garlic products, as well as its Scoops! chips, which lifted sales by 5.5%.

View @tostitoscanada

THE STORY

Bring the party!

Tostitos tortilla chips, dips and salsas come in a variety of tasty flavors, and are festive go-to snacks for fun get-togethers throughout the year with friends and family. Tostitos is one of many Frito-Lay North America brands.

5.5%

lift in sales of Tostitos Scoops! and Hint of Jalapeño

9-point

lift in ad recall

8-point

lift in brand awareness

We wanted to capitalize on the festive summertime party season to drive awareness and sales of our tortilla chips that come in new flavors, and celebrate a distinct shape. To ensure that video ads “popped” in feed, we worked with Studio M and OMD, and consulted with Facebook to purposefully build ads for mobile-first viewing, right from the start.

SHIRLEY MUKERJEA, SENIOR DIRECTOR OF MARKETING, FRITO LAY CORE BRANDS, PEPSICO CANADA

THE GOAL

Attracting tortilla chip fans

Frito Lay Canada wanted to boost awareness and purchases of its 2 new flavored Tostitos tortilla chips—Hint of Jalapeño and Hint of Roasted Garlic—as well as its Tostitos Scoops! tortilla chips.

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THE SOLUTION

Focusing on best practices for mobile video

To help boost brand awareness and purchase intent during its ad campaign to promote its 2 new Tostitos flavors and Scoops! tortilla chips, Frito Lay Canada worked with agency partners at Studio M and OMD. OMD Canada recommended that the company pilot the Nielsen Matched Panel Analysis solution—which helps companies understand the consumer response to a campaign by analyzing and measuring its impact on sales lift.

Frito Lay Canada consulted with the Facebook Creative Shop team to ensure that the digital ad assets it built for the campaign were optimized for mobile viewing, such as by using eye-grabbing vertical video and including branding in the first few seconds. The creative focused on fun summertime get-togethers with friends, such as showing people enjoying backyard barbecue parties while snacking on the new Tostitos flavors and Scoops!—some prepared as nachos.

The ads were delivered in Instagram feed and Facebook News Feed, and shown to Canadian adults aged 25–44 in both English and French. Frito Lay Canada determined the results of this June 25–September 12, 2018 campaign using a Facebook brand lift study and a Nielsen Matched Panel Analysis study, which revealed the combined power of running ads in both Instagram and Facebook:

5.5% lift in sales of Tostitos Scoops! and Hint of Jalapeño
9-point lift in ad recall
8-point lift in brand awareness

Create Ad

We were pleased to take an active role in this Tostitos campaign, advising on best practices for creating the video ad creative. Plus the company is focused on seeing measurable results, so we were excited to take measurement one step further. Conducting a Nielsen Matched Panel Analysis allowed all parties to see the immediate sales lift that this campaign achieved.

JENNIFER WESTON, GROUP DIRECTOR OF STRATEGY, OMD CANADA

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