marlo marketing. fully integrated marketing, public relations, and creative services agency based in Boston, Massachusetts and New York City

From influencer engagement for luxury hotels to website design for assisted living communities to public relations for iconic beer brands, we cover a lot of ground.

In industry lingo, we’re considered a full-service integrated consumer marketing agency.

In our lingo? We just get sh*t done.

Case Study: Cape Cod® Potato Chips – Brand Launch

Overview

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.

Assignment

Cape Cod Potato Chips, tasked marlo marketing to develop and execute a strategic integrated marketing program to build awareness and drive purchase of Cape Cod Potato Chips newest product, Waves, through targeted media engagement, influencer partnerships and strategic paid tactics; while also continuing to create buzz around current existing SKUs.

Strategy

  • 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

Results

CaseStudyIcons Impressions 06

642 million impressions IN LESS THAN 7 MONTHS

CaseStudyIcons Placements 01

33 pieces of coverage SECURED WITH LAUNCH MAILER

CaseStudyIcons BrandMessage 18

STRATEGIC BROADCAST INTEGRATION WITH RACHAEL RAY HAD 6X THE AVERAGE ONLINE VIEWS, REACHING 6.8 MILLION CONSUMERS

CaseStudyIcons GrowthChart 12

22% INCREASE IN SALES WITH RELAUNCH OF RUSSET

CaseStudyIcons PositiveReactionSocial 17

28 STRATEGIC PARTNERSHIPS WITH INFLUENCERS FOR OVER 1.6 MILLION ENGAGEMENTS