Stacy's Pita Chips 'Welcome to Stacy's' Campaign

Brand: Stacy's Company: Frito-LayAgency: TracyLockeCampaign Title: Welcome to Stacy'sProduct Category: SnacksTime Frame: February 2007Award Category: National Consumer (Budget between $1 million and $5 million) Marketing OverviewIn late 2005, Frito-Lay acquired Stacy's Pita Chips, which had developed a strong following in the Northeast by offering innovative and delicious "better-for-you" pita chips to a suddenly "wellness-happy" snacking public. Frito-Lay, a leader in mega-brand mass marketing, now had a premium boutique brand outside its wheelhouse. In January 2007, few knew what a Pita Chip was, and even fewer were aware of Stacy's. With a minimal budget, we set out to introduce the category and create a name for Stacy's. We did it by creating a brand personality that women were comfortable welcoming into their home, and by establishing a brand conversation with the most influential shopper in America: Female Boomers. ObjectivesGet in the door: increase household penetration by 25%.Increase awareness for the brand and its advertising by 25%.Strategy & TacticsThe first order of business was to create a brand personality. Stacy Madison created Stacy's from a street sandwich cart in downtown Boston in the late 1990s. People lined up for her gourmet sandwiches, so Stacy began serving homemade pita chips to appease the crowd. Soon the pita chips became more popular than the sandwiches, and the rest, as they say, is history. We believed that Stacy Madison's unique spirit would resonate with Boomer women. And so, the "Welcome To Stacy's" campaign was born. We wanted to personally introduce Stacy's to the country and facilitate an on-going conversation that would allow her to tell her story, share her passion for the chips she created, invite people to try them, and inspire a healthier way to snack. Direct mail: We met our first objective (increase household penetration) head-on by putting Stacy's right in people's homes in an unexpected, personal way. The "To Stacy, From Stacy" gift box dropped one week before the 2007 Super Bowl to every woman in America named Stacy. It was filled with bags of pita chips, whimsical stickers and coupons to help stock up for a Super Bowl party. Our goal was to get 5% redemption on the coupons, which is well above industry norms. That goal was crushed when a 10% redemption rate was achieved. In addition, Rachael Ray and several news programs picked up the story, giving our brand a huge push as we began the national introduction. Digital: We created a microsite dubbed "Calling All Stacy's." This gave consumers an additional opportunity to request the gift box if their name had a different spelling -- or if they wanted to be a "Stacy-for-the-Day." The website exudes Stacy's personality, creates a rich dialogue around the company's back-story, and inspires healthier eating with pita chips. Interactive tools include the Recipe Generator, Chip Chat and a Retail Store Locator -- the last important for a small, hard-to-find brand. Print advertising: A targeted national campaign in lifestyle publications such as People, Real Simple, Health, Shape, Cooking Light and The New Yorker has kept the brand fresh, while the copy has kept it topical. After the Super Bowl, Stacy celebrated the Academy Awards with an Oscar Party, then went to pool parties, beach picnics, yoga classes and just out to the front porch. All together, the campaign keeps putting Stacy into real situations to talk about her wholesome and delicious snacks as part of a healthy, contemporary and fun lifestyle. Retail Activation: Trade advertising got the attention of key retailers by promising that we'd reach 10 million shoppers with the marketing program. And branded P-O-P in unexpected places, like the deli department (rather than the chip aisle) captured the attention of consumers with discriminating tastes.ResultsResults doubled our objectives: National brand awareness is up 42%*Measured ad awareness increased 50%*Household penetration increased 50%*The brand has enjoyed double-digit sales growth. (Figures based on Frito-Lay Itrac data)

Stacy's Pita Chips 'Welcome to Stacy's' Campaign

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