In 2018, Snyder’s-Lance, the maker of beloved Cape Cod Potato Chips, announced the introduction of 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 and excitement for their first new product introduction in years.
Cape Cod Potato Chips engaged marlo marketing to develop and execute a strategic integrated marketing program to build awareness and drive purchase of Cape Cod Waves Potato Chips through strategic paid media tactics.
- Establish National Chip & Dip Day (March 23) as the official launch, kicking off sponsored partnerships across broadcast, social and digital to engage consumers at key summertime snacking occasions.
- Generate brand-authentic star power by enlisting food and lifestyle entertainment celebrities with connections to Cape Cod and Massachusetts, showcasing recipes and their personal snacking occasions.
- Secure partner-generated dynamic recipes and photography for use by Cape Cod-owned properties to further support the launch.