Pringles’ campaign ingeniously leveraged the fervour of summer football to connect with Irish fans, capitalizing on the heightened interest in football during a summer of major sporting events. This PR campaign tackled the nation’s sporting disappointment head-on with self-deprecating humour, featuring playful OOH ads and limited-edition Pringles tubes tied to an on-pack promotion. A strategic partnership with footballer John Egan generated widespread media coverage, while targeted influencer engagement and engagement with sports bars throughout the summer amplified the message.
The results? A staggering 2.5 million media impressions, a 6.7% sales uplift, and a 183% surge in on-pack promotion redemptions. This campaign proves that authentic engagement with cultural moments, amplified by strategic PR, delivers impactful results, even against challenging market conditions. It’s a testament to the power of understanding your audience and speaking their language, turning a potential negative into a resounding positive. This wasn’t just a snack campaign; it was a cultural conversation.
