Frito-Lay asks a quartet of influencers to impart their opinions on two of its most popular snacks.
The brand’s Flamin’ Hot Face-Off sees model Winnie Harlow and YouTube star Denzel Dion cheer for #TeamCheetos while rapper Jack Harlow and skateboarder Lizzie Armanto defend #TeamDoritos. The initiative highlights Doritos’ newest flavor, Doritos Xxtra Flamin’ Hot Nacho as well as the return of Cheetos Flamin’ Hot Spicy Pepper Puffs. Frito-Lay wants fan to vote on their favorite by following @Doritos and @Cheetos on Instagram and commenting on its weekly posts about merchandise giveaways using the #FlaminHotFaceOff and #sweepstakes hashtags, plus the hashtag of their respective snack team for a chance to win a series of branded merchandise—not to mention one of the greatest debates in the snack industry right now.
By asking fans to spar about their favorite snacks alongside their favorite influencers for the purpose of winning branded merch, Frito-Lay has the opportunity to guage interest in two of its most popular labels while also encouraging further engagement via its branded merch. The former benefit could be especially useful for the future as the data cookie reaches its demise. Additionally, by working with buzzy names, Frito-Lay’s campaign has a greater chance at succeeding with the 44% of Gen Z consumers who have made a purchase based on a reccomendation from an influencer. At the same time, the push reflects a need to keep a close eye on consumer preferences and promote snacks, which might be losing their pandemic spark as the crisis comes to a close.
Before and during the pandemic, consumer interest saw significant change, as observed in Gartner’s Digital IQ Index: Food & Beverages. Going forward, brands of all backgrounds looking to safeguard their relevancy should consider digging deeper into consumer data and measuring interest in their respective labels.