- The Off the Eaten Path digital campaign will sport a new look and feel across the creatives, aiming to demonstrate that vegetable snacks are enjoyable and taste delicious
- Off the Eaten Path has seen 45% growth this year[1], with expansion in the grocery channel and the introduction of a new non-HFSS flavoured Rice & Pea chip earlier this year
This month, PepsiCo snack brand Off the Eaten Path, is launching its very first marketing campaign, with an exciting and eye-catching look and feel across the creatives. Utilising a range of snapshots and punchy statements, the campaign will capture the eye of the consumer, placing the brand front of mind.
Off the Eaten Path was launched in 2017, offering delicious flavoured vegetable snacks. Despite its short history the brand has proven its success, winning a number of Great Taste Awards in 2019, and growing from a Sainsbury’s exclusive to gain national distribution in the grocery channel, with new listings each year. It has also already had a successful start to the year, experiencing 45% growth[2], alongside the launch of its non-HFSS Thai Chilli and Lime flavour Rice & Pea Chips in March.
Lizzie O’Connell, Off the Eaten Path brand manager, comments: “As a better for you option[3], vegetable snacks are often seen as bland when it comes to snacking, and consumers see such choices as a sacrifice on taste and enjoyment. Off the Eaten Path is here to share its exciting and tasty flavours with the public, to show this doesn’t have to be true. With our very first consumer facing campaign we wish to present the brand as a permissible option that is indulgent in flavour, and encourage people to take the moment to enjoy the taste of the range.”
The campaign kick-starts across social media and YouTube on 28th June, followed by digital in July. With visibility across a number of consumer platforms, people will be on the lookout for the range in store. Thai Chilli and Lime Rice & Pea Chips are available in grocery stores now, at a new recommended promotional price-point of £1.25 to drive trial.
[1] Nielsen YTD, Value Sales, % change v YA, Grocery Market, 21.06.21
[2] Nielsen YTD, Value Sales, % change v YA, Grocery Market, 21.06.21
[3] Contains 30% less fat than regular potato chips
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