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Frito Lay Canada and Rethink’s first 360 brand campaign speaks to the 68% of Canadians who are open to a savoury snack change this holiday season (according to new research commissioned by Frito Lay Canada and among members of the Angus Reid Forum). In a 360 campaign, Frito Lay Canada is making chips the main character of the holiday season by encouraging Canadians to rethink the tradition of leaving cookies for Santa. 

And it’s not just Santa who has chips on his wish list - according to new research commissioned by Frito Lay Canada and among members of the Angus Reid Forum, 68% of Canadians sometimes want another option to sweets during the holiday season, and more than one-third actually prefer savoury snacks.

“This campaign started with one simple idea: What if Santa wanted an alternative to cookies?” says Jess Spaulding, chief marketing officer at PepsiCo Foods Canada. “That really inspired us to think creatively about how Santa could speak for every Canadian who finds themselves wishing for a bowl of chips over the traditionally sweet holiday season.” 

The campaign is anchored by a hero spot showing Santa’s Christmas Eve journey. In the film, we see Santa as he’s overwhelmed by the volume of cookies on offer, until a midnight-snacking dad offers him a Lay’s chip. It’s an ambitious piece of creative, featuring a cookie-induced dream sequence that was brought to life by award-winning visual effects studio Tantrum. The spot is supported with a national broadcast buy, which includes contextual lower third placements on the Food Network, The Hallmark Movie Marathon on W Channel, the Santa Claus Parade, digital online and social, and out-of-home. 

Frito Lay Canada is telling this story across a number of creative touchpoints. The campaign kicked off with an open letter from Santa Claus, expressing his wish for something savoury this holiday. The tongue-in-cheek letter was published in major newspapers across the country today, including The Globe and Mail, Toronto Star, Vancouver Sun, and Montreal Gazette. 

"We're thrilled at the opportunity to be working with some of the most iconic brands on the planet," said Mike Dubrick, chief creative officer and partner, Rethink. "And for the holidays, who better than Frito Lay to challenge convention and make a traditionally sweet holiday a little more savoury.” 

To support those who would consider leaving a bowl of chips out for Santa, the Miss Vickie’s brand is introducing All Wishes, a limited-edition package filled entirely with wish chips – the highly coveted folded chip. Miss Vickie’s is launching this limited-edition holiday bag that puts a twist on an old classic and helps Canadians spread more wishes. These Miss Vickie’s All Wishes bags will be available in limited quantities every day from December 8th to 12th at 11:11AM ET  to those who donate $5 or more to Make-A-Wish Canada.

Strategy, creative and PR were handled by Rethink, and media by OMD.