Promoting the 'perfect' chip

Jason Frichol, chief brand activist for the Fore Good Group says: “The strategy involved two critical tiers. The first was to educate and excite our sales and merchandising force. The second is to cultivate world class in-store gold standard execution and one-on-one engagement with consumers.”

The 80 Perfect Pringles creative messaging platform was developed to reiterate the brand's unique quality and value traits for staff, partners, service networks, retailers and consumers.

Studies show that 85% of snack purchase decisions are made in store with 70% of the sales taking place from off-shelf displays due to the impulsive nature of the category. A cornerstone of the campaign is to create multiple points of interruption throughout the stores. A full arsenal of point-of-sale collateral was developed for the team to target stores based on format and shopper profiles.

The final leg of the campaign is a national experiential wet demo campaign where consumers can enjoy the Pringles experience with promoters also offering discount coupons to encourage consumers to sample the product.