RUFFLES - ALL DRESSED
Ruffles All Dressed is Canada's most popular chip, a flavorful morsel that is simultaneously salty, savory, AND sweet. When Ruffles decided to bring it to the States for a limited time, they were faced with a crucial question: How do we get Americans to understand this delicious, but complex chip?
We’ll create a mascot, DUH! The Beavoosear—a combo of very Canadian animals; beaver, moose, and bear—erupted on Ruffles’ social media platforms, surging prior user engagement levels, and lifting social listening requirements 1,500% over the campaign’s life.
SPREADING THE FLAVOR - Social Videos
After All Dressed’s debut, we tracked market reaction through social listening tools. The strong engagement led us to create a series of near-time videos to address our fan’s replies.
WHERE IS THE BEAVOOSEAR?
To keep the excitement going, we created a trip journal on Instagram to let chip lovers know when All Dressed chips would be arriving in their town.
WHAT ALL THE FOOS IS ABOUT
If some Canada is great, more Canada is even better. Additional, videos leveraging Canadian themes kept the All-Dressed messaging going.