This summer, Ruffles® Canada is embracing an unexpected yet surprisingly common snacking behaviour: chip licking. With the release of two bold new flavours — Spicy Garlic and Double Crunch Korean Sweet Chili — the brand is encouraging Canadians to indulge in their favourite chips in a whole new (and deliciously daring) way.
Created in collaboration with the Rethink agency and directed by Jackie Abraham and Rico Moran, the campaign leans into humour and authenticity, shining a spotlight on the quirky eating habit that 1 in 4 Canadians already enjoy.
To better understand the country's chip preferences, Ruffles® commissioned the ‘Beyond the Crunch’ consumer survey, uncovering that:
- 88% of chip lickers say they do it to fully enjoy the bold seasoning.
- 61% admit they’re not at all embarrassed by the way they savour their chips.
“The beloved ridges that Ruffles® is known for, combined with our intense new flavours, are made for chip licking – a snacking behaviour that’s more common with Canadians than you might have expected,” said Lisa Allie, Senior Director of Marketing at PepsiCo Foods Canada. “We’re excited to bring this snacking phenomenon to the forefront and celebrate chip lickers (and future chip lickers) alike!”
The lighthearted campaign includes TV spots, digital ads, and social media activations encouraging fans to embrace the full-flavour experience. Whether you're a longtime chip licker or just chip-curious, Ruffles® Spicy Garlic and Ruffles® Double Crunch Korean Sweet Chili are now available at major retailers nationwide.
So go ahead — lick, crunch, repeat. Ruffles® says it's time to enjoy your chips your way.
