In 2016, PepsiCo engaged Citizen Relations as part of the first ever 360 media to shelf plan incorporating advertising, public relations, social media, and new packaging for its ready-to-eat (RTE) Smartfood Popcorn product. To raise awareness and generate conversation around Smartfood Popcorn among Canadians, Citizen Relations designed and executed a communications strategy around the #SmartStash concept, which manifested in a three-phased program targeting media and influencers in Toronto, Vancouver, Calgary, and Montreal for a fully integrated, national campaign.
What we did
In the initial phase, Citizen worked with a third-party to conduct an omnibus survey, gaining insight into Canadians’ snack hiding habits and the creative places they stash their Smartfood. To amplify brand awareness and interest in SmartStash in phase two, Citizen targeted traditional media with survey data, program insights, and interview opportunities with official program spokesperson, former Bachelorette Kaitlyn Bristowe. Additionally, we amplified the conversation through #SmartStash stop motion videos for Smartfood Canada’s social platforms. The media tour took place across three Canadian cities, highlighting Canadians’ #SmartStash secrets and leveraging Kaitlyn’s celebrity status to raise awareness for the #SmartStash concept. In phase three, Citizen engaged key influencers to share their #SmartStash secrets and offer an exclusive giveaway to their readers, generating conversation in the parenting and lifestyle spaces.
- Traditional Media: 36 hits secured across top tier publications (e.g. Breakfast Television, CP24, CTV, Global TV, Huffington Post, etc.) in Toronto, Vancouver, Calgary, and Montreal for a total of 12,679,823 impressions.
- Influencer Program: Eight blog posts for a total of 434,762 impressions.
- Social Media: 11 social media hits across partner influencers and spokesperson for a total of 8,375,295 impressions.
- Smartfood popcorn grew 25 percent, gaining 1.6 share points nationally for a 44 percent share of RTE popcorn in P4.