Potato, pepper, and creativity: RUFFLES® transforms potato chips into pepper seeds with a photo shoot that looks like AI, but is real.

The social media-native campaign combines playfulness with craftsmanship to engage with the audience.

“Have you ever noticed that pepper seeds look like potato chips?” With spontaneous questions like these, RUFFLES®, the leading potato chip brand in Brazil, has transformed something so common in consumers’ daily lives into a concept to reinforce its positioning. Native to social media, the RUFFLES® campaign follows the public’s interactions in real time, and it was from a comment by influencer Larissa Gloor that the brand created a fun and playful way to bring random thoughts to the streets of São Paulo and Rio de Janeiro.

The campaign, created and developed by Ampfy, has already been generating a genuine connection and humorous identification with the public over the past few months and, recently, played with the limits of reality, to amplify the launch of RUFFLES® Mexican Pepper flavor.

The brand invested in craft and hired an artisan to get their hands dirty, literally: large clay peppers and potato chips were produced using a 3D printer to simulate the pepper seeds. The visual impact is real: it even looks like artificial intelligence when you see the surreal images, but they are real items, which were used for a photo shoot with the artisan Hugo Miguel and the photographer Nano Cunha, taking the campaign, born on social media, to media spaces scattered throughout the cities.

To promote the initiative, the ads are running in OOH in São Paulo and Rio de Janeiro, and magazines. The entire campaign also generated fun content for social media, showing that sometimes a random thought can even turn into a brand campaign.

“For us, this is a natural evolution of the campaign, which was born from listening to and connecting with our audience from the very beginning. The ‘Random Thoughts’ campaign thrives on spontaneity and digital culture, and by exploring Larissa Gloor’s comment about the Mexican Pepper flavor, we demonstrate how actively we are monitoring the engagement of our consumers and brand fans,” comments Bruno Macário, Marketing Director of PepsiCo Brazil.

“The “Random Thoughts” campaign celebrates spontaneity and argues that even the daily routine can have room for the unplanned. Playing with those thoughts, the brand continues to support people allowing themselves to live beyond the expected script.” – adds Andrea Siqueira, CCO and Partner at AMPFY.

Source: Ampfy

  Advertising, Ampfy, Campaign, Marketing, PepsiCo, PepsiCo Brazil, Ruffles