Frito-Lay partnered with Fuse to build awareness and drive sales of Red Rock Deli
Red Rock Deli, a popular Australian potato chip brought to the US by Frito-Lay, sought to increase consumer awareness and convert trial to purchase. Red Rock Deli boasts a unique line-up of products for consumers looking to savor unique and sophisticated flavors.
With sampling trailers touring the country, Fuse developed a strategy to target food-curious consumers. The mobile tour combined event partnerships, regional event sampling, and in-store retail activations. Fuse executed nearly 100 sampling days at events like Governors Ball, GoPro Mountain Games, Forecastle and Bite of Seattle. Consumers engaged with a shareable lightbox photo opportunity and a customization station for sunglasses and hats.
Nearly a quarter of a million samples were distributed and consumers were converted from trial to purchase with product coupon distribution.