Let's face it, some people really, really love Doritos
Purchase data indicated that Doritos had the most loyal fans in the category, so we created ‘Doritos Superfan’ – a tasty job with an £18k salary. A co-ordinated burst of PR, recruitment ads and social content led to 37 national media titles carrying the headline 'Get paid to eat Doritos'. Within 48 hours over 3,000 people had completed the job application. Telephone interviews helped us select three finalists who were grilled by Katherine Ryan. The hilarious interview content created overwhelmingly positive sentiment for the brand, lived up to Doritos ‘for the bold’ mantra, and ensured that the job went to Dorito's biggest superfan.
Recruiting hardcore ambassadors provided compelling viewing
For a campaign that was more about brand equity, we saw some really strong results from a business point of view.”