PepsiCo promotes Munchies return
By Rob Bale
PepsiCo Foods Canada has begun a promotion in support of the reintroduction of Munchies potato chips for the first time in 28 years. The product line, originally produced by Lay’s under the Hostess brand name, was discontinued in 1996. The promotion consists of a series of installations that will take place nationally through the rest of the year and into 2025. The installations feature statues of the brand’s three Munchies spokescharacters. The first of these is currently underway in Toronto at Canoe Landing Park. It will continue until Sept. 20, along with a memorabilia display and social media content. The campaign was developed by Vocab. Public and influencer relations are being conducted by Edelman. OMD is handling media work, with digital elements by Passionfruit and social media support from Praxis.
“Nostalgia taps into our deepest emotions and memories,” said Jess Spaulding, chief marketing officer at PepsiCo Foods Canada. “When we decided to bring back the Munchies, we knew there was something inherently special about this brand and what it meant to original fans, while introducing the magic to new ones too. We're excited to see how Canadians welcome the return of the Munchies as they pop up all over the country in unexpected locations.”