Paqui: Paqui One Chip Challenge [image]

Credits & Description:

Title: Paqui One Chip Challenge
Agency: Amplify Snack Brands
Brand: Amplify Snack Brands
Country: USA
Entrant Company: Amplify Snack Brands, Austin
Advertising Agency: Amplify Snack Brands, Austin
Media Agency: Amplify Snack Brands, Austin
Pr Agency: Amplify Snack Brands, Austin
Production Company: Amplify Snack Brands, Austin
Account Director: Jeff Day (Amplify Snack Brands)
Account Director: Chris Lowry (Amplify Snack Brands)
Account Director: Heather Fitzpatrick (Amplify Snack Brands)
Account Director: Roxanne Ayala (Amplify Snack Brands)
Account Director: Pam Finer (Amplify Snack Brands)
Writer: Tom Campion (Amplify Snack Brands)
Writer: Leon Stearns (Amplify Snack Brands)
Writer: Rich Tlapek (Amplify Snack Brands)
Creative Director / Art Director: Doug Lyon (Amplify Snack Brands)
Art Director: Jason Shiver (Amplify Snack Brands)
Art Director: Jeff Arnold (Amplify Snack Brands)
Designer: Joel Howard (Amplify Snack Brands)
Designer: Joanie Cahill (Amplify Snack Brands)
Illustrator: Jimmy Longacre (Longacre Arts)
Video Editor: Gavin Tatro (Carve Editorial)
Producer: Logan Phillips (Carve Editorial)
Writer: Peter Berta (Amplify Snack Brands)
Producer: Ed Currie (Amplify Snack Brands)
Relevancy:
To promote the Paqui brand and the world's hottest tortilla chip, we sold a single chip, something that's never been done before. It was packaged in a coffin-shaped box with the simple challenge: Can you eat just one chip? In less than 6 months The Paqui One Chip Challenge has received over 900 million earned impressions.
Outcome:
In just 6 weeks, the One Chip Challenge achieved over 700 million earned impressions. The campaign has continued to generate response long after the initial launch. To date the One Chip Challenge has garnered over 900 million earned impressions.
Execution:
We created a website for the Paqui.com/onechipchallenge and sent press kits out that included the product. On October 1, 2016, press kits were sent to individual influencers in the spicy snack category, including publications like Time, Forbes, Buzzfeed, as well as national talks shows like Good Morning America and Jimmy Kimmel Live.
Synopsis:
The Tortilla chip category is crowded. We wanted to differentiate the Paqui brand by creating and promoting the world's hottest tortilla chips. The brief was to create a buzz on the Internet that included user generated content. The objective was to elevate and promote the Paqui brand.
Campaign Description:
Instead of selling a bag of chips we packaged a single chip, the Paqui Carolina Reaper, in a coffin-shaped box.
Strategy:
Our audience was spicy snack chip lovers all over the world. Our approach was to encourage everyone to try it and eat just one Paqui Carolina Reaper Chip.