HYANNIS, Mass. — Cape Cod is hoping to score a touchdown with its integrated campaign that encourages consumers to make Cape Cod potato chips their go-to snack.
The Big Game Chip Switch challenges consumers to switch their regular chips for one of Cape Cod’s three 40% reduced-fat varieties: 40% reduced-fat potato chips, 40% less-fat sea salt and vinegar and 40% less-fat sweet mesquite barbeque.
The campaign kicks off this month with 15-second spots on The Cooking Channel — including a program sponsorship with the new "Hungry Girl" TV show, banner ads and newsletter sponsorships on Hungry-Girl.com, a Facebook advertising program, a search engine marketing effort, traditional PR efforts and a microsite, BigGameChipSwitch.com.
“Our research showed that most consumers do not expect a low-fat snack to taste as good as or better than the original,” said Don Helms, brand director at Cape Cod potato chips. “Yet consumers who try our 40% reduced-fat kettle-cooked chip varieties tell us time and time again that they taste like regular chips. Some even swear the 40% reduced-fat taste better. We know that once consumers try these chips, they’ll keep coming back.”