Inside Cape Cod Chips, a Chance to Win $5,000

On May 25, shoppers wandering the grocery aisles in search of a good potato chip may find more than just crispy potatoes and salt. Snyder’s-Lance Cape Cod Potato Chips is aiming to make summer “Ridiculously Good” by randomly giving away 12 bags of Cape Cod chips worth $5,000 each.

“It is exciting to think that you could buy a bag of chips and reach in and pull out the winning game piece,” says Kate Daggett, executive creative director at Tenthwave Digital, which handled the promotion.

Online messaging will drive consumers into stores with a digital overlay to extend and energize the in-store activation.The strategy integrates the brand experience across multiple channels.

For six weeks—winding down around July 6—consumers will have the chance to win $5,000 hidden inside bags of Cape Cod Original, Reduced Fat, and Sea Salt Waffle Cut Chips in the “Ridiculously Good Bags of Cash” contest.

Each week during the six-week period two bags with a winning game piece will be inserted on-shelf in specific locations. The idea is drive consumers to purchase more frequently knowing that bags are added each week throughout the promotion.

“It’s a national campaign so as long as there is distribution it’s possible the winning game pieces will appear,” Daggett says.

Consumers learn about the contest through a major social media push and innovative on-pack callouts. Facebook media will help support the contest with additional paid media to increase impressions and reach.

“Consumers learn about the contest through social media not only as a way to promote the contest, but also as a way to tell the winners’ stories once they have been found,” she says. “As much as we can we want to share the enthusiasm and joy when people open those bags. Hopefully, we can recreate that excitement to use in social channels.”

Tenthwave was able to use space on the packaging to promote the contest in a unique way.

“We’re trying to really wrap the bag in the flavor of the campaign, to take a look outside of the space we were given to work in,” Daggett says. “We were able to break out of that and affect the entire bag.”

Facebook media will help support the contest with additional paid media to increase impressions and reach. Winners will be encouraged to create quick videos to share with Cape Cod to post on its owned social media channels.