Ruffles, LeBron James partner on campaign
Ruffles is looking to inspire fans of its products to unapologetically own what makes them unique with a brand new campaign.
To help spread this message far and wide, the brand is partnering with NBA star LeBron James on its Own Your Ridges campaign.
Through this initiative, Ruffles will work with James to deepen the meaning of the campaign, and inspire America to embrace life’s obstacles because each person’s journey to their goals is what makes them and their story unique, the company said.
“I knew right away that with Ruffles, we had an opportunity to approach this partnership and the product in a way that's never been done before. The idea of owning your ridges and embracing what makes us all different resonates with me on a lot of levels,” said James. “I’m excited about the depth of the Ruffles D.N.A. campaign and being able to engage everyone with its empowering message.”
James’ multi-year partnership with Ruffles will span multiple campaign elements across retail, social media and more. The campaign will kick off with a television ad titled, Ruffles D.N.A.
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Set to Kendrick Lamar’s “D.N.A.” the ad features James reminiscing on his own ridges and showcasing the real-life stories of four other individuals who found success on the other side of life’s obstacles.
“Just like the ridges that set Ruffles apart from any other chip out there, our personal ridges are what make us unique,” said Stacy Taffet, vice president of marketing, Frito-Lay North America. “Own Your Ridges is all about embracing the challenges that have shaped who we are today, and we’re excited to bring this mission to life in a whole new way with LeBron James as the face of the campaign because he’s the perfect embodiment of someone who overcame his challenges in life to become one of the most successful athletes in history. We hope this campaign inspires others to celebrate the things in life that make them who they are — no matter how difficult those experiences might be.”
In addition, Ruffles and the PepsiCo Foundation are partnering with the LeBron James Family Foundation to uplift communities specifically through education, job training and other wraparound support, the company said.
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“LeBron is fully committed to social change and making a positive impact on communities,” said Taffet. “With this partnership, we look forward to the collective impact we can make in communities together. Just like LeBron is more than an athlete, Ruffles is on a journey to become more than a chip starting with our Ruffles D.N.A. campaign.”