Canada’s top crisp has been packaged in special edition promotional bags for the lead-up to the brand’s relaunch. Both newspaper-style packaging and the ultimate redesign for Hostess Potato Chips are by Thomas Pigeon Design in Ontario.
Hostess Frito-Lay started the push to improve on the brand’s leadership position last month and will feature the Newspaper Special Edition Potato Pack for eight weeks.
The campaign coincides with the introduction of an improved crisp – “thinner, fresher, better tasting”, says Hostess Potato Chips senior marketing manager Rob Carscadden.
The interim pack features articles and interviews and will be followed by Hostess Premium Potato Chips’ new gold graphics. “In some markets sales have increased by 200-220 per cent,” says Pigeon.
The group, which has worked with the client for about eight years, has eight designers and offices in Quebec and New York.