Make the Chip Switch During Football Season’s Big Games
HYANNIS, Mass., Jan. 10, 2011 /PRNewswire/ — Just in time for football playoff games and the “big game” in February, Cape Cod Potato Chips is launching the Big Game Chip Switch. The goal of the integrated program is to encourage consumers to switch their regular chips for any one of Cape Cod’s three 40% reduced fat varieties to see if anyone can tell that these kettle-cooked chips are low fat.
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“Our research showed that most consumers do not expect a low-fat snack to taste as good as or better than the original,” said Don Helms, Brand Director at Cape Cod Potato Chips. “Yet consumers who try our 40% reduced fat kettle-cooked chip varieties tell us time and time again that they taste like regular chips. Some even swear the 40% reduced fat taste better. We know that once consumers try these chips, they’ll keep coming back!”
Armed with these consumer observations and accolades from media like Hungry Girl, ShopSmart, Ladies’ Home Journal and Fitness magazine, among others, Cape Cod is launching a 5-week integrated advertising campaign promoting its reduced fat chips.
The campaign challenges consumers to switch their regular chips for one of Cape Cod’s three 40% reduced fat varieties. It kicks off in January with 15-second spots on The Cooking Channel – including a program sponsorship with the new Hungry Girl television show, banner ads and newsletter sponsorships on Hungry-Girl.com, a Facebook advertising program, a search engine marketing effort, traditional PR efforts and a microsite (www.BigGameChipSwitch.com) where consumers can share their strategies and outcomes for pulling off the Chip Switch. Consumers who visit the microsite and take the challenge can enter to win a year’s supply of Cape Cod Potato Chips.
“With millions of eyeballs — and appetites — focused on football, it was a perfect time to launch the Chip Switch,” added Helms. “Snackers are typically not focused on fat and calories, they just want great tasting crunchy chips while they enjoy the game – what better time to prove that Cape Cod’s reduced fat chips deliver on both?” The statistics agree.
In 2010, the Retail Advertising and Marketing Association’s 2010 Super Bowl survey found that nearly 32 million people were planning to host a Super Bowl party and an additional 59 million would attend a party. According to the Calorie Council and Snack Food Association, Americans consumed more than 30 million pounds of snack foods while watching the big game last year. Potato chips alone were expected to account for 27 billion calories and 1.8 billion grams of fat. If just half of those who are hosting parties served Cape Cod 40% reduced fat potato chips, America would cut over 360 million grams of fat – and enjoy their snacks more!
Cape Cod Potato Chips offers three varieties of 40% reduced fat kettle-cooked chips: 40% Reduced Fat, 40% Less Fat Sea Salt & Vinegar and 40% Less Fat Sweet Mesquite Barbeque.
About Cape Cod Potato Chips
For 30 years the legendary crunch of Cape CodÃ‚® Potato Chips has made them a favorite on the Cape and across the U.S. Their distinctive crunch, flavor and freshness make snacking a more rewarding experience. Cape CodÃ‚® Potato Chips are made with all-natural ingredients and are cooked in 100% canola oil with no trans fat or preservatives. Our process of cooking in only small kettle batches may take a little longer, but it offers a more satisfying and fulfilling snack experience. We also apply the same small batch approach to our premium, hot-air popcorn. Cape CodÃ‚® Potato Chips are available at major U.S. retailers. Visit www.CapeCodChips.com to locate a retailer or to order online. For product news, discounts and other information, find us on Facebook at www.facebook.com/CapeCodChips.
SOURCE Cape Cod Potato Chips