FRITO-LAY VARIETY PACKS
the ask
Execute a social activation to build momentum for the Unbox the Icons campaign and emphasize the snacks’ iconic status.
The execution
We partnered with two cultural icons, Martha Stewart and Mario Lopez, to create unique boxes filled with their favorite snacks and some surprise goodies and then sent them to influencers.
UNBOX THE ICONS - Activation
I wrote out the scripts that both celebrities used as a guide for the video assets promoting the Unbox the Icons activation. We also put a special note from Martha and Mario for each person lucky enough to acquire an iconic box. Thus, my career as a Martha Stewart and Mario Lopez ghost writer began…
Congratulations on receiving the Martha Stewart Iconic Box! Some people consider me an icon and, honestly, who am I to argue? I mean I’ve made a lifestyle out of giving people ideas for their lifestyles! Now I’m partnering with another icon, Frito-Lay® Variety Packs, and we’ve worked together to create this iconic box just for you.
Along with my favorite snacks, I’ve included a signed cookbook with some of my favorite recipes for you to make, a Sur La Table cooking lesson voucher for you and a friend to experience together, and some other surprises for you. Enjoy!
Martha Stewart
#UnboxTheIcons
Congratulations on receiving my box! You may know me for my iconic role on that show from the 90s set in a high school. You know, the one where I was great at sports, but not so great at studying? Ring any bells? Or maybe you know me from my time on the red carpet. I have been known to interview a celebrity or two…
Well, now I’m teaming up with another iconic cast: Frito-Lay® Variety Packs! Together we’ve created this box exclusively for you. It’s filled not only with my favorite snacks, but also a pair of wireless headphones for you to spice up your workout, my favorite hot sauce, and more to help you turn up every moment. Have fun!
Mario Lopez
#UnboxTheIcons
Jr. Art Director: Graciela Robertson
ACD Copywriter: Scot van den Driesen
ACD Art Director: Sally Hastings
GCD: Byron del Rosario
Venables Bell & Partners