PLANO, Texas — Ruffles potato chips, one of the flagship brand's from PepsiCo's Frito-Lay division, has launched a new Ultimate Tangy Honey Mustard flavor potato chip alongside a comical marketing campaign in television, cinema and digital inspired by 1970s grindhouse-style action movies.
The core of the new marketing campaign includes a series of humorous movie-trailer-style ads that parody 1970s grindhouse-style action movies. Premiering with "Honey Mustard," each "film" is teased with these ads that star the brand's newest cast of characters — whose thick mustaches and questionable acting would give any grindhouse flick a run for its money. In recent years, Ruffles has honed in on millennial-age men as its core target, starting with the development of flavors that were inspired by the real foods guys love — and this new campaign builds on that momentum.
"Ruff McThickridge and his posse bring some really hilarious personalities to the Ruffles brand. Admittedly, I would hang out with this crew," said Tony Matta, VP marketing, Frito-Lay North America. "Our fans are looking to engage in an environment like the one we're creating in Ruff's world — with awesome, comedic content that allows consumers to help define what Ruff and the gang become as a creative vehicle long term."
The first Ruff McThickridge spot focuses on building excitement for new Ruffles Ultimate Tangy Honey Mustard potato chips. Available on shelves nationwide this month, the new flavor adds to the brand's Ultimate line, which was introduced last year. Ruffles Ultimate potato chips are available in a variety of flavors and have ridges twice as deep as the ridges in Ruffles Original potato chips.