The stunning partnership between Kellanova’s Pringles model and upscale caviar marketer The Caviar Co. was born in the true world, however viral consideration on social media resulted in heightened consciousness of the duo’s potato chip-caviar assortment.
Initially, The Caviar Co. executives joined the Pringles group on the seventh annual Interscope Home throughout Coachella in April, serving friends The Caviar Co.’s Kaluga Hybrid caviar paired with quite a lot of Pringles flavors. After the occasion, images and content material on TikTok and Instagram had been quickly and extensively shared, and executives from the 2 corporations started discussing methods to formally work collectively.
“To satiate the craving of the TikTok neighborhood, we shortly joined forces with The Caviar Co. and united our culinary genius to expertly curate a brand new means for followers to benefit from the crisp flavors they know and love and supply the very best expertise for them to get pleasure from this trending mixture,” mentioned Mauricio Jenkins, U.S. advertising and marketing lead for Pringles.
Excessive-low snacking
The pairing of Pringles with caviar is the “epitome” of the high-low snacking development, in keeping with Jenkins.
“Pringles becoming a member of forces with The Caviar Co. was a pure collaboration to merge the world of high-brow snacking with social media tendencies and supply followers with the final word taste expertise,” the manager mentioned.
Pringles and The Caviar Co. underwent three months of product testing to find the very best taste combos and produce to life on-the-go snack kits and flights, defined Petra Higby, CEO and founding father of The Caviar Co.
The results of the collaboration is a limited-edition on-line store, Crisps and Caviar Assortment, which debuted in September. The three totally different kits — that includes quite a lot of Pringles flavors with totally different caviars — include a gold collectible caviar key chain to open tins and two spoons to benefit from the snack at dwelling or on-the-go.
However earlier than the gathering launched in September, an episode of Bravo’s “Actual Housewives of New York” airing in July showcased solid member Erin Lichy serving Pringles and caviar at a celebration. The web exploded, with greater than 10 billion views on TikTok alone as of late August.
“TikTok is fueling tradition, and authentically leveraging TikTok tendencies with our model not solely permits us to remain related amongst our fan base and the plenty, but it surely permits us to foster and construct significant relationships with new and current followers,” Jenkins famous. “We’re constructing these genuine fan connections by listening to what’s popping in tradition and giving the folks what they need.”
Whereas the “RHONY” episode served as a “cultural zeitgeist” previous to the Crisps and Caviar Assortment launching, the fact TV present’s involvement was all natural and “under no circumstances was choreographed,” Higby mentioned. It was merely serendipitous timing.
After the episode, The Caviar Co. executives reached out to Lichy’s group to reward her samples of the corporate’s favourite Pringles and caviar combos, which she organically shared on her Instagram tales simply weeks earlier than the deliberate product launch, in keeping with Higby.
“After we first introduced the collaboration, we had been thrilled to see all the excitement and chatter on social media — with our shoppers, Gen Z, social media customers, and many others. Nevertheless, with the coincidental timing with the ‘RHONY’ episode and our natural relationship with Erin, we had been joyful to see that the gathering additionally was met with enthusiasm from Bravo-nation, pop and tradition fanatics,” Higby mentioned.
From Instagram to influencers
Pringles TikTok tallied 21.8 million views instantly following the launch and The Caviar Co.’s Instagram Reels had greater than 89,000 views, in keeping with Higby. Simply 48 hours after launch, the collaboration had over 1.5 billion impressions generated from earned media and natural social media protection. Within the 30 days following the announcement, the Caviar Co.’s Instagram channel realized a hefty 353% improve in its non-follower attain, an 86% spike in non-follower accounts engaged and a 44.9% improve in general impressions.
In keeping with Google Tendencies, searches for caviar and Pringles spiked proper after the launch and remained at an all-time excessive — nearly two instances the common search quantity — within the months following, Higby famous.
For Pringles, a key pillar in its Crisps and Caviar Assortment advertising and marketing strategy was earned media, leading to notable protection from main meals and information publications, in keeping with Jenkins.
Moreover, Pringles served up chips and caviar to social influencers like Remi Bader, Serena Kerrigan, Trisha Paytas and Bravo TV stars — together with Lichy — who every organically shared the collaboration. Pringles executed paid amplification throughout influencer and model social content material, together with posting new ‘every day drop’ bulletins on the model’s social channels.
Higby expects a spike in gross sales through the vacation season, which is traditionally the highest gross sales interval for the caviar trade and a really busy time of the yr for The Caviar Co. as a consequence of its giftable units and collections, occasions and seasonal promotions.
And whereas neither model would reveal gross sales figures of the gathering, they’ve “exceeded our expectations,” in keeping with Higby, with the Crisps and Caviar Flight rising because the fan favourite. Nevertheless the ultimate gross sales tally up, the partnership is a win-win for each events.
“We created a brand new snacking event for Pringles followers, caviar lovers and the caviar-curious,” Jenkins famous.
