PepsiCo Foods Canada's Doritos has created a Gen Z-focused initiative called KetchupPlus.ca, billed as the "first-ever streaming platform by a snack brand."
The content hub launched June 22 and coincides with the return of Doritos Ketchup chips and will be live through September 6.
The campaign is supporting the return of Doritos Ketchup. It’s part of what Shirley Mukerjea, senior marketing director at PepsiCo Foods Canada, describes as “next-level” campaigns that are a hallmark of the Doritos brand, according to an online store from the-message.ca.
Previous promotional efforts for the brand have included bouquets of Doritos Ketchup Roses for Valentine’s Day, and a limited-edition clothing line including T-shirts, a varsity jacket, caps and a duffle bag.
Doritos sold more than 2 million bags of the flavour last year, and Mukerjea says that ketchup is regularly the number one requested flavour to its consumer response centre. “Canadians love ketchup, and Doritos Ketchup has an extremely loyal fan base that rejoices every year when it returns to shelves,” she says.