Deep River Snacks

Honchos, The Healthier Tortilla Chip that Gives Back

Deep River Snacks

    The Challenge

    Increase awareness of Deep River Snacks kettle chips and the company’s charitable giving. Launch the new HONCHOS organic flavored tortilla chips.

    Audiences

    Baby boomers and millennials. HONCHOS: Males 14-24; parents of 12-18 year olds; lapsed buyers.

Strategies

Position the Brand as Better, Healthier Choice

Leverage kettle chips’ unique and strong flavor profile while stressing their better-for-you quality. HONCHOS as the healthier snacking alternative next to its chief competitor, Doritos.

Highlight the Companie's Charitable Efforts

Highlight charity contributions and dedicated bag real estate to raise awareness for the organization. Align Chips For Charity snack pack as the perfect gift for anyone as well as a hostess gift during the holiday time period.

Tactics

Introduced Products to Media Outlets

Conducted editor meetings and product send outs to allow the media to taste the products for themselves. Sent exclusive boxes of HONCHOS to key media noting them to be one of the first 500 people to try the chips.

Partnerships & Outreach

Partnered with top gamers to appeal directly to Gen Z male demographic. Developed seasonal outreach to keep Deep River Snacks aligned with holidays year round.

Media Placements & Top Results

  • To date, generated over 93 million total media impressions
  • Secured coverage in Cosmopolitan’s December issue as a part of the “Fun, Fearless… Fail” section under “Fun” and right next to Doritos
  • Chips & Charity holiday pack featured on The Daily Meal and Examiner.com
  • HONCHOS limited launch highlighted in trade press, including The Gourmet Retailer, Brand Packaging, Snack Food & Wholesale Bakery and Project NOSH

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