frito-lay

Building brand awareness during the Superbowl

Frito-Lay partnered with Grocery TV to launch their new product, Doritos Flamin’ Hot Nacho, and increase brand awareness during the Super Bowl.

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Frito-Lay
overview

Frito-Lay launched their new product, Doritos Flamin’ Hot Nacho, to the market in the month leading up to the Super Bowl.

Grocery TV was paired with the Doritos’ Super Bowl TV commercial campaign for four weeks (January 2019) following the product’s initial launch.

A digital advertisement to showcase the new chip was broadcast on Grocery TV front-end displays across 118 Utah grocery stores.

timeline
  • Jan 10, 2019

    Frito-Lay Doritos Flamin’ Hot Nacho product launch

  • Jan 27, 2019

    Grocery TV campaign begins across 118 Utah grocery stores.

  • Feb 3, 2019

    Flamin’ Hot Nacho Superbowl commercial airs.

  • Feb 18, 2019

    Grocery TV campaign ends.

results
1.1M

Verified customers reached across 118 grocery stores in 4 weeks

146.8%

Doritos growth in Grocery TV stores during the Super Bowl campaign

Why grocery tv?

Product launches & seasonal campaigns

Product launches are exciting, yet critical events for brands that want to make a measurable impact on consumers in a short period of time.

Some brands choose to plan their product launches around major seasons or events to maximize the product’s exposure. Advertising during these peak times can be very effective, yet challenging due to the number of brands trying to get their messages out.

So, how do brands stand out from the crowd during an event like the Superbowl?

1.

They map out their shopper marketing journey and use this to launch campaigns in multiple channels. In this case, Frito-Lay utilized a TV commercial along with their Grocery TV campaign to capture consumers’ attention at different points along their journey to purchase.

2.

They engage consumers where they can actually buy the new product - near or at the point of purchase. Having a touch point in grocery stores makes it easier for consumers to act on what they are seeing.

Sales were up on Doritos last week with our launch of the new Doritos Flamin’ Hot chips…The Grocery TV Ad was a great thing to add to the launch of the new item.

Matt Bocanegra Key Account Manager Frito-Lay North America

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