In 2018, Snyder’s-Lance, the maker of beloved Cape Cod Potato Chips, announced that they would be introducing a new line of potato chips, Cape Cod Waves. The iconic brand was looking to make a big splash with media, influencers and consumers in markets East of the Mississippi to generate buzz for their first new product introduction in years, as well as to reinvigorate excitement around their entire existing portfolio including the return of Cape Cod Russet Potato Chips after a decade of being discontinued.
Cape Cod Potato Chips tasked marlo marketing to develop and execute a strategic integrated marketing program to build awareness and drive purchase of new Cape Cod Waves, through targeted media engagement, influencer partnerships and strategic paid tactics; while also continuing to create buzz around current existing SKUs.
- Launch Cape Cod Waves Potato Chips and create noise around the entire Cape Cod Potato Chip portfolio to generate consumer awareness, trial and sales.
- Differentiate Cape Cod Potato Chips from all other chips by consistently and boldly associating the chips with the origin and character of Cape Cod, Massachusetts.
- Saturate the snack space with a 360° approach including earned media opportunities, organic and paid influencer collaborations and partnerships and strategic partnerships with popular food and lifestyle media.