Title	DORITOS NACHO HOUSE RESTAURANT
Brand	PEPSICO
Product/Service	DORITOS CRISPS
Category	D02. Use of Mobile & Devices
Entrant	PEPSICO Reading, UNITED KINGDOM
Idea Creation	ALMA CREATIVA Madrid, SPAIN

Name	Company	Position
Erica Lascorz	PepsiCo	marketing
Ingrid Cornet	PepsiCo	marketing
Carlos Martin Boti	PepsiCo	marketing
Georgina Campins Schonhofer	PepsiCo	marketing
Jordina Madronero	PepsiCo	marketing
Claudia Adellpuig	PepsiCo	marketing
Pau Roca	PepsiCo	marketing
javier gonzales perrino	pepsico	marketing
Jon Beltranruiz	PepsiCo	marketing
Ana Garcia Fernandex	PepsiCo	Marketing
Natalia Fuster Escobi	pepsico	marketing
Mireia Moreno Munoz	PepsiCo	marketing

Why is this work relevant for Brand Experience & Activation?

The Doritos Nachos house has changed the way we advertise Doritos as a brand transforming our consumers from passive listeners to active users. The Doritos Nachos House the possibility of enjoying an informal meal which can be ordered via smartphone with friends using Doritos dipping range as main ingredients. This campaign has been a brilliant opportunity to transform the traditional marketing message into a unique experience, where consumers could enjoy Doritos Dipping range superiority.

Background

Situation: Doritos has a Job to be done to increase brand presence within informal meals by expanding into dipping occasion enhancing its product superiority (Share of market in Tortilla chips Salt 21%, vs in Tortilla chips Flav: 75%). Brief: As part of a targeted communication campaign, we wanted to develop from scratch a breakthrough activation with an experiential and emotional meaning. Objectives: Build awareness of Doritos Dippas and Dipping range and drive relevancy & brand love by inspiring irresistible foodie fun moments and generating talkability about it.

Describe the creative idea (20% of vote)

In a nutshell, the main idea was to launch the 1st virtual restaurant of Doritos Nachos to inspire our audience to create their own recipes using Doritos dipping range and make it noticeable. We wanted to create something big and relatable, studying our target habits and our objectives we designed an idea that lives between a notorious marketing execution and a really funny user experience. Our target loves eating at home via delivery platforms, having this on mind, we offered 6 different playful recipes plus a (make it your way recipe). In conclusion, The Doritos Nachos House was a WOW experience, gamified and leveraged in our tagline "Doritos, Make Your Play". Moreover, it should be the beginning of a big journey where consumers can order their favourite Nachos in many different places while reducing packaging in our business

Describe the strategy (20% of vote)

Our main target audience are Gen-Z and young families. Through consumer listening we have discovered snacking is a sharing-funny moment, and our target in particular loves ordering food delivery. We wanted to take over the momentum feeling of receiving your order at home. We want to make Doritos Dippas the first option when planning an informal dipping meal with family or friends.

Describe the execution (30% of vote)

After defining the conventional communication campaign, the team had only 6 weeks to think out of the box & bring life a powerful activation that reached desired timing. In April ‘21, Doritos launched Doritos Nachos House, the first virtual Doritos restaurant to inspire young families with Gen Z’s to create their own dipping recipes. Available in Madrid for 1 month (April 29th – May 29th) exclusively on Deliveroo (#1 operator in Europe). The team managed to create from a scratch and also coordinate with several internal & 3 external partners, Kitchen & kick off in only 6 weeks time. We developed 6 delicious recipes + 1 Make Your Play (choose your own ingredients recipe) with Doritos dipping range, different Doritos Dips and toppings. Consumers could enjoy a playful experience by finalizing the preparation of their Doritos Dippas at home.

List the results (30% of vote)

Strong media impact: • Reaching 15 million people , with a higher reach than expected and stronger qualitative results: PR with 11M impressions (+700%), Digital with 6M impressions (+30%). • Connecting with Gen-Z and Gamers through their “gamers’ stars” with more than 1,3 million impressions. Great Brand equity results: • Great consumers’ feedback, with a rating of 4,7/5 thanks to a great product, an amazing packaging and a gamified in-home experience to finalize the Doritos Nachos recipes at home • Positive conversation with Doritos ambassadors: 1.3M impressions. GOOD SALES RESULTS: • Accelerating the dipping range performance (+25% Rate of sales vs ’19) • Reaching 200 households with an average ticket of 16,7€ Good weekly deliveries ratio +20% Sales vs. Competitor Restaurant Useful activation to test and learn, as we have obtained many valuable learnings