During the holiday season, the sweets category dominates consumers’ attention and wallets. Historically, Salty Snacks have been an afterthought, seeing low mental awareness and even lower sales during this time of year. The problem? Consumers are just not thinking, or talking, about Lay’s, Doritos, Cheetos, and Tostitos when cookies, candy, hot chocolate, and cakes are the go-to staples at parties, as gifts, and in stockings.

We needed to break through the cultural clutter and change people’s perception of salty snacks during the holidays to get our portfolio of chips on to the nice list by making our snacks synonymous with the holiday traditions, songs, and gatherings they already loved.

We started with one of the most iconic and joyful songs of the holiday season, The Most Wonderful Time of the Year. We took the universally loved tune and gave it a magical twist by rewriting the lyrics to include our brands and enlisted funny man, Jimmy Fallon to sing our new holiday classic. He, and his family, danced their way through the campaign with humor, and a little saltiness, to showcase the joy of the holidays. By enlisting Jimmy Fallon’s real-life family, a yeti, a handful of additional Jimmy’s, and delicious salty snacks, we showed the world that the best way to share joy is to do it with the people you love.

While most brand holiday campaigns tug at your heartstrings, we knew that in order to stand out, remain authentic to our brands, and leverage our core strength, we needed to lean into joy and humor. A Broadway-meets-Hollywood-style music video spectacle of holiday happiness, colors, sounds, and more are what we wanted to create in order to cut through the clutter and get consumers singing along and thinking about our snacks and those iconic holiday moments.

Share More Joy launched during The Macy’s Thanksgiving Day Parade, the unofficial kickoff to the holiday season and NBC’s most-watched telecast. We then took the campaign on a six-week run of media integrations, including The Tonight Show with Jimmy Fallon and the Rockefeller Tree Lighting Ceremony in New York City, launched a TikTok Sing-Along challenge, created an hourly OOH takeover at LA Live in Los Angeles, placed interactive in-store displays across the country, and donated $1Million to Toys for Tots that brought joy to families around the country through an integrated website.

We created a joy-filled campaign that got the attention of consumers and media alike, finally getting our salty snacks on the nice list for the holidays! Generating over 3.5 billion PR impressions with over 30 earned media stories written about the campaign.

Not only did the campaign generate loads of positive sentiment for the brands but it also drove a 13.4% sales lift vs last year and increased our displays in-store by 12% vs the previous holiday season.

Online we saw fan engagement that racked up over 33 million organic social video views across TikTok, Instagram, and Twitter and collected over 100 million views of the spot online. Responding to fans requests for the sweaters and items from the campaign, we launched an online holiday shop which sold out in a matter of hours. The campaign also helped to raise over $1 million in donations for Toys for Tots.