Pipers Social

…which attracted the attention of Pepsico. We created a stand-out brand that made noise in the snack sector. The brand was changing hands, but the task was not to let it become a corporate property—instead, set the personality and tone that would attract a new customer whilst not alienating the existing fanbase.

We wanted the product in both a physical and digital environment so our strategy majored in events and social media. We created culturally relevant, community-modelled content and invented a series of touchpoints where we could put tempting, delicious snacks in front of hungry eyes with a regular tempo and consistent frequency.

The brand is not only a commodity traded by big parent companies, it started with love and passion that carries on. Our social team understands that Pipers Crisps is a heritage brand—not owned but “borrowed”.

We capitalised on trending months that already had a substantial audience swell and conversation building. This allowed us to tap into trends and social chatter to have an opinion at a time that mattered.

Regular product positioning was at the forefront of all of our storytelling… keeping it omnipresent, always on and always relevant.

We targeted specific communities at specific times to get the conversation rolling—when it was already moving—carefully adding flavour when it was called for.

Serialised content streams that would return in an episodic format for an expectant audience we knew were waiting and eager to engage.

Return on ad spend was analysed for every penny made. We used “Paid” to amplify content that was already working to make it really fly!