The famous wavy potatoes from Ruffles gained a new flavor: Seasoned mayonnaise. The partnership with the Hellmann’s, brings a creative campaign based on expression “travel in mayonnaise”, using the gamer universe to explore the world of imagination and fantasy.
For game fans, it will be possible to download MOD’s exclusive to Ruffles, in Spiced Mayonnaise flavor. Those who use such MOD’s or even create one inspired by the campaign, and send a direct print from the Instagram account of Ruffles’ official account, can win a coupon to try the new thing.
This was a year of many crunchy news for Ruffles. First the tube version, then the delicious Ruffles flavored Cheddar & Bacon, and now we close 2021 with an incredible partnership with Hellmann’s, the leading brand in mayonnaise in Brazil. But in addition to betting on flavorful innovations, we always try to communicate them in a way that is relevant to young people. For seasoned mayonnaise, we made a relaxed reinterpretation of an expression that is well known by all, connecting the universe of games and the daily lives of teenagers”, he says.Cintia Spielmann, Marketing Manager in the potato category at PepsiCo do Brasil.
In addition, Hellmann’s has also increased its portfolio with a mayonnaise based on the special edition of Ruffles, the Seasoned mayonnaise, which brings in its formula a touch of onion. The novelty will be available for a limited time.
“We want to strengthen our relationship with the young public, reinforcing the brand’s proposal to bring flavor and creaminess to any meal at any time of day. This partnership between Hellmann’s and Ruffles is the perfect match between freaking potatoes and traveling in mayonnaise, and it takes our brand in a fun and original way to new consumption occasions.” complements Fernando Manaia, Hellmann’s marketing manager at Unilever.
The campaign film, produced by AKQA agency, has as its main idea the relationship with the MOD’s, that is, a resource that allows the adaptation and modification of the game, according to the player’s wishes. Watch the video of the campaign carried out for the partnership between Ruffles and Hellmann’s:
The new flavor is already in the main points of sale in the country and will only be available for a limited time.
Qualification: Spiced Mayonnaise Ruffles
Global CCOs: Diego Machado and Hugo Veiga
art director: Andrea Souza, Gustavo Zordan
Editor: Gabriel Franca and Biatriz Lima
Managing Director: Luiza Baffa
Strategy Director: Luiz Arruda
Strategist: Jess Castro
account director: Daniel Batista
Account Manager: Amanda Lavenere
Production Manager: Stella Gafo
Producer: Bianca Mascarenhas
PR AKQA: Deborah Bacaltchuk
PR Ruffles: Approach Communication
Customer Approval: Cecília Dias, Pedro Goldfarb, Cintia Spielmann, Gabriel Araújo and Carla Lutfi
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