Tostitos: NHL All-Star Weekend

Content Strategist / Producer / Creative Director / Project Manager / Content Creation / Copywriter

Project Description

Tostitos Canada celebrated the 2024 NHL All-Star Weekend in Toronto with a pop-up tasting window at Nathan Phillips Square. Visitors enjoyed specially curated snacks made with Tostitos products, set against the backdrop of the city's iconic public skating rink.

My Role

PepsiCo Canada tasked me with developing and executing a social media strategy for Tostitos Canada’s Instagram and TikTok pages around the NHL All-Star Weekend, including launching Tostitos Canada’s dedicated TikTok page. I created a cross-departmental strategy covering organic content, influencer collaborations, athlete collaborations (Cam Talbot and Boone Jenner), PR, paid media, legal reviews, and approvals. I managed content creation for the pop-up activation, ensuring near real-time turnarounds due to the tight promotion window, while also overseeing the Cheetos x NHL All-Star Weekend activation. I worked with brand partners for cohesive promotion and collaborated with the community management team to ensure seamless execution.

My Output

The content strategy followed an "always-on" approach, including the launch of Tostitos Canada’s dedicated TikTok page. The campaign focused entirely on short-form video content to emphasize the event's accessibility (e.g., "Free activity this weekend in Toronto") and featured attending athletes to engage fans.