Find Out How Crispy Minis Brought A Moon To A Moonless Night In Ontario

On the August long weekend, the Crispy Minis brand blazed a new trail among the stars and did the impossible: brought a ‘moon’ to a moonless night. We chatted with Logan Chambers, senior director of marketing at PepsiCo Foods Canada, to learn more! —Vita Daily

 Can you tell us more about the inspiration behind the “That’s Crispy” campaign and how it has evolved from its first year to now? 

We live in a world where we’re constantly told that we can’t have it all – be ambitious but humble, be sensitive but a leader. The Crispy Minis brand is evolving its narrative to show Canadians that liberating their crispy side means duality does exist, and not just with its snacks. Just as Crispy Minis rice snacks can simultaneously be super tasty and 70 calories or less per serving we’d like to show Canadians that they don’t always need to choose. They can do both, and that’s crispy! 

Last year, we teamed up with Canadian icon and actress Annie Murphy to introduce Canadians on what it means to be ‘crispy.’ This year, in a world where we are constantly reminded what our limitations are, it was perfect for Annie to start encouraging Canadians to embrace their ‘crispy’ side and celebrate that they can be this and that – just like how she can be an actress and an astronaut. 

Creating a full moon using drones is a unique and innovative idea. What challenges did the team face in executing this idea, and how did you overcome them? 

Creating a full moon using drones is indeed an ambitious idea! We welcomed the challenge because we wanted to defy expectations. With the New Moon occurring on the evening of August 4th, we knew we had one shot to get it right – we were really crossing our fingers that this one night would have great conditions! Additionally, there were other factors at play – finding the dream spot to blaze this new trail, ensuring the show had great visibility, and optimal timing were just a few of the things we had to keep in mind for execution. 

Annie Murphy’s involvement in the campaign adds a lot of excitement. What was it like working with her, and how did she bring her own ‘crispy’ side to the project? 

Annie Murphy brings a level of excitement to Year 2 of That’s Crispy and our partnership, especially as we wanted her to mark the beginning of a fresh new era for the brand. She has a passion for showing Canadians how to liberate their “crispy” side and how they should truly believe in the message that Canadians shouldn’t have to choose between this or that – just like how she can be an actress and an astronaut. Annie is a reality TV fan, and Crispy Minis aficionado – the true embodiment of “That’s Crispy.” 

How do you hope this campaign will impact the perception of Crispy Minis among consumers, and what message do you want them to take away? 

Through this campaign, we hope to show the busy, optimistic individuals out there – the ones who understand they are a work in progress, doing their best to become the best version of themselves – that they can, indeed, do both. We know the meaning of being ‘crispy’ is deeply rooted in the relatable human truth of celebrating joys whenever possible – that means not having to always choose between this or that, and instead embracing the joy of having it all. Similarly, Crispy Minis snacks are so delicious while being popped, never fried. A true “you can have both” snack! 

Looking forward, are there any other innovative or creative projects we can expect from Crispy Minis in the future? 

Moving forward, we can expect more out-of-this-world moments and creative initiatives that blend fun and innovation. The brand aims to continue surprising and delighting our audience with unique experiences that highlight the joy of snacking without compromise.