Project Description:

In September 2024, PepsiCo Canada relaunched iconic Frito-Lay brand Hostess Chips, a Canadian millennial childhood staple. The brand’s return came alongside a refreshed identity, paying homage to its goblin-like characters: Munchies!

Duties & Deliverables:

PepsiCo Canada brought me on to develop and lead the execution of a bilingual, hyper-targeted social media strategy that aligned with its return-to-market plan for Munchies Snacks. 

The goal: connect with longtime fans and engage a new generation of consumers. Working as part of the Integrated Agency Team, I led the creation and execution of a multi-phased organic social strategy for Instagram, TikTok, and Facebook—complementing broader influencer, paid media, and OOH efforts. We focused on real-world, short-form video content over animation to deliver an authentic and engaging visual narrative, supported by social listening insights to tap into existing online conversations.

Leading a team of three, I oversaw the go-to-market launch, including phases: 

• Tease & Launch: Built hype and reintroduced the brand with key product messaging.

• Live Activation Coverage: Produced real-time content around two major Toronto events—the Munchies statue stunt in Canoe Landing Park, and “The Living Room” immersive brand pop-up and sampling experience. 

• Always-On Content: Maintained momentum post-launch with ongoing content that kept fans engaged and deepened the brand connection.

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Client: PepsiCo Canada (Frito-Lay Canada) 
Industry: Consumer Packaged Goods (CPG)

Agency: Passionfruit
Creative Team: Daniel Shim, Drew Barsness 
Integrated Agency Team Partners: Vocabulary, Edelman, OMD, Praxis PR