Stacy's Pita: Stacys Stands With You [image]

Credits & Description:

Title: Stacys Stands With You
Agency: Goodby Silverstein & Partners
Brand: Stacys Pita Chips
Country: USA
Entrant Company: Goodby Silverstein & Partners, San Francisco
Advertising Agency: Goodby Silverstein & Partners, San Francisco
Additional Company: The Colorbar , San Francisco / Laser Custom Design, Llc, Hayward
Chief Creative Officer: Margaret Johnson (Goodby Silverstein & Partners)
Executive Broadcast Producer: Hilary Coate (Goodby Silverstein & Partners)
Managing Partner: Brian Mcpherson (Goodby Silverstein & Partners)
Group Account Director: Meredith Williams (Goodby Silverstein & Partners)
Brand Strategy Director: Ralph Paone (Goodby Silverstein & Partners)
Business Affairs Manager: Chrissy Shearer (Goodby Silverstein & Partners)
Director Of Communications: Meredith Vellines (Goodby Silverstein & Partners)
Interactive Producer: Severin Sauliere (Goodby Silverstein & Partners)
Senior Art & Print Producer: Noah Dasho (Goodby Silverstein & Partners)
Business Affairs Manager: Heidi Killeen (Goodby Silverstein & Partners)
Associate Creative Director: Kristin Graham (Goodby Silverstein & Partners)
Account Manager: Katie Lancaster (Goodby Silverstein & Partners)
Creative Director: Jeff Gillette (Goodby Silverstein & Partners)
Community Manager: Kristine Ciardello (Goodby Silverstein & Partners)
Sr. Vice President Of Marketing: Tyler Chapman (Stacys Pita Chips)
Sr. Director, Stacys: Katie Ceclan (Stacys Pita Chips)
Sr. Director, Stacys: Stuart Beck (Stacys Pita Chips)
Director, Stacys: Melissa Mcintyre (Stacys Pita Chips)
Vice President, Communications: Chris Kuechenmeister (Stacys Pita Chips)
Sr. Director, Public Relations: Joan Cetera (Stacys Pita Chips)
Director, Communications: Kimberly Scott (Stacys Pita Chips)
Copywriter: Caroline Cappelli (Goodby Silverstein & Partners)
Art Director: Ryan Tovani (Goodby Silverstein & Partners)
Designer: Maria Vaquero (Goodby Silverstein & Partners)
Executive Interactive Producer: Tena Goy (Goodby Silverstein & Partners)
Account Manager: Evan Rowley (Goodby Silverstein & Partners)
Assistant Account Manager: Priya Singh (Goodby Silverstein & Partners)
Principal: Stephen Cross (Colorbar)
Principal: Douglas Huynh (Laser Custom Design, Llc)
Chief Marketing Officer: Jennifer Saenz (Stacys Pita Chips)
Synopsis:
Women have been fighting for equality for decades. Perhaps centuries. But this year, five million people around the world marched on the same day in support of this dream. Across seven continents, people carried handwritten signs that became a universal symbol for the historic march and women’s movement.Stacy’s Pita Chips is a brand founded by a female entrepreneur named Stacy Madison, who first began selling her chips out of a small sandwich cart in Boston. Though Stacy’s has initiated many programs over the years to help female chefs and business owners, they wanted to find a way to extend their support beyond the culinary field to help all women take action in this critical time. A brand started by a woman, named after a woman and beloved by women wanted to find a way to honor those who marched and support those who continue to fight for their beliefs.
Execution:
The campaign began with sourcing real signs and artwork that were carried in the historic march. We also collaborated with artists and activists to create bold new pieces that symbolized the ongoing efforts of the women’s movement. We chose 11 designs in total to create our line of limited-edition Stacy’s packaging for the month of March (Women’s History Month). Prior to the launch, we partnered with Snapchat to design a series of custom snap codes that let you call your local congressional representative right from the bag. On March 8, we released our entire collection of bags to crowds demonstrating for International Women’s Day. We also launched them online at StacysStandsWithYou.com. All bags were claimed in six hours, and crowds demonstrating used our product to call Congress and make their voices heard.
Outcome:
The campaign received 765 million impressions.Ten thousand bags were claimed online in just six hours, raising $100,000 for Step Up—the largest donation the organization has ever received.Our video about the “Stacy’s Stands With You” campaign was the best performing piece of content ever posted by the brand.We turned packaging into a new platform for activism and created the first bag of chips to ever call Congress.
Strategy:
Empowering women has always been part of the Stacy’s brand DNA. From a small Boston food cart to a household brand, Stacy’s Pita Chips is what it is today because of the hard work and passion of one woman. Since the brand’s consumer base is primarily women, we wanted to find a way to stand beside them in a time when it truly matters most. With our packaging, we amplified the voices of women fighting to be heard and actually enabled people to connect with their congressional leaders right from our bag. Our launch during Women’s History Month in March helped to reignite momentum and inspire women to keep marching on.
Campaign Description:
In honor of Women’s History Month, Stacy’s created a new line of bags using art from real signs carried in the Women’s March. In addition to sourcing real march signs, we also collaborated with artists and activists to create new pieces of art that encompassed the power and endless determination of the women’s movement. We released the bags to crowds demonstrating on International Women’s Day. But the packaging didn’t just showcase inspiring words and illustrations—it actually enabled people to take action. We partnered with Snapchat to design custom snap codes that, when scanned, used geotargeting to call your local congressional representative right from the bag.All bags were also available online for free at StacysStandsWithYou.com. For every bag ordered, Stacy’s donated $10 to women’s nonprofit organization Step Up, which mentors young women from under-resourced communities and provides them with the resources they need to attend college.