Crunch Your Luck Program
Frito-Lay’s Immediate Consumption (IC) team challenged us to create a program that would drive sales across their entire portfolio with Millenials and Gen Z. Based on the key insight that when c-store customers purchase a lotto or scratch ticket they frequently also buy a snack, we created a daily jackpot program that asked our target consumer to Crunch their Luck.
By integrating the excitement of winning into everyday snacking, we drove engagement and daily sales of single-serve chips. The hourly payouts and weekly jackpot were communicated through in-store shippers and on-pack messaging. Each purchase was a chance to win and by visiting our microsite, shoppers could receive an instant win through Venmo or Paypal.
RESULTS
Drove 2.4 MM+ visitors to the microsite
360,000+ participated in the sweeps
Awarded almost 1,000 cash prizes
THE TEAM
Creative Direction: Jonathan Chin
Art Direction: Kim Medina, Micaela Todd
MY ROLES
Ideation & Brainstorming
Concepting
Packaging Design
