Magic Masala (Lay’s, Cheetos, Doritos)
Priority Role: Account Lead
Secondary Role(s): Content Strategist / Producer / Project Manager / Content Producer / Copywriter
Campaign 1: SKU/GTM Launch (Spring 2025)
Camp 2: Seasonal Campaign (Diwali, Fall 2025)
Client: PepsiCo Canada
Brand(s): Lay’s, Doritos, Cheetos
Industry: Consumer Packaged Goods (CPG)Freelancer Agency: Passionfruit
Freelance Supporting Team: Matthew Neubauer, Lea Monaco, Daniel Shim
Integrated Agency Team Partners: Vocabulary, Edelman, OMD, Praxis PR, markIV
Campaign 1: Launch
In Spring 2025, Frito-Lay Canada expanded its iconic Magic Masala flavour—previously only available as part of the Lay’s lineup—into the Cheetos and Doritos brands, exclusively in the Canadian market.
PepsiCo Canada brought me on to develop and lead the execution of a bilingual, hyper-targeted social media strategy to launch the expansion of the iconic Magic Masala flavour—previously only available in the Lay’s lineup—into Cheetos and Doritos for the Canadian market. The launch also introduced a refreshed look and feel for Lay’s.The goal was twofold: re-engage longtime fans of the Magic Masala flavour and build excitement around the updated Lay’s packaging and new product formats, while also introduce Doritos and Cheetos fans to a bold new flavour available exclusively in Canada.As part of the Integrated Agency Team, I led the development and rollout of a multi-phased organic social strategy for all 3 brands on Instagram and Facebook, complementing broader paid media and in-store efforts. Early-phase content focused on core flavour and format education, along with key consumer information like timing and where to purchase. We then expanded into occasion-based snacking “moments” to build everyday relevance and drive deeper product engagement.I managed a team of two—a strategist and a content creator—to ensure all content remained on-brand and thematically aligned across phases. I ensured the content reflected the overall Magic Masala flavour positioning, while also respecting the distinct tone, voice, and feel of each of the three brands involved. I also maintained consistent campaign look, feel, and tone across all social assets. Additionally, I collaborated closely across agency partners to guarantee overall brand alignment across all marketing touchpoints.
Campaign 2: Diwali
In Fall 2025, PepsiCo Canada brought me back to lead the social media content stream for its Magic Masala Diwali campaign, centred on incorporating Lay’s, Tostitos, and Doritos Magic Masala snacks into the celebrations of Canadian families observing the holiday.As part of the Integrated Agency Team, I developed the organic social strategy and content approach, rooted in authentic Diwali experiences and the vibrant colours and spices associated with masala. I led a team of two and played a hands-on role in producing and directing original social content, including prop sourcing, staging, and on-set direction.I also led the campaign’s influencer and gifting streams, identifying creators who authentically celebrate Diwali for paid partnerships or a curated campaign mailer that I helped develop. My role included briefing creators and overseeing outreach, negotiations, content development, and execution.As team lead, I managed the project workback and collaborated across agency partners to maintain strategic, creative, and cultural alignment throughout the campaign.
