Campaign details

Brand: Red Rock Deli
Brand owner: PepsiCo
Agencies: PHD, PepsiCo
Country: Australia
Industries: Savoury snacks, potato chips
Media channels: Events & experiential, Online display, Programmatic display, Social media
Budget: Up to 500k

Market background and context

Potato chip brand Red Rock Deli's marketing objective was to drive brand preference and consideration to purchase alongside awareness of new flavours, cementing brand perceptions as premium crisp experts.

To solve these challenges, Red Rock Deli, the flavour experts, opened a pop-up store, the Taste Space, to provide a premium experience to consumers.

To communicate the store's launch and avoid the usual big crowds that often form at FMCG branded activations, we used real-time data to tailor the flighting of our digital ads, powering dynamic creative based on trending flavour variants available in-store, according to real-time sales.