Manchester-based marketing agency ZEAL has launched a new creator-led campaign for Pringles, marking the first activation developed alongside its newly acquired social-first creative studio Tommy.
The ‘Pringles HOT Seat Challenge’, created in partnership with travel platform lastminute.com, aims to promote an on-pack promotion while targeting Gen Z audiences through social-first content.
At the centre of the campaign is a creator challenge inspired by the chaos of rushing to the airport for a last-minute holiday. Gen Z YouTuber Tays takes 14 participants on an airport coach transfer from Manchester Piccadilly to Manchester Airport, stopping at well-known Manchester landmarks along the way.
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Across the journey, participants take part in six challenges to crown a final winner of a £2,000 lastminute.com holiday.
The content is running across Tays’ channels following teaser posts earlier this month, with additional behind-the-scenes and supporting content from creators including the Bov Boys and a mix of micro and macro creators across Instagram, TikTok and YouTube.
The campaign supports Pringles’ on-pack promotion with lastminute.com, which includes the chance to win a group holiday as well as £50 off bookings with every pack.
Seanain McGuigan, Brand Manager at Pringles, said: “We wanted to connect with Gen Z with an innovative format and bring our on-pack promotion to life in a way that felt exciting and culturally relevant. The HOT Seat Challenge captures the chaos and energy of group holidays and puts Pringles HOT at the centre of that experience.”
Zoe Fidler, Head of Brand and PR at lastminute.com, added: “We’re always looking for ways to bring the excitement of last-minute travel to life. Partnering with Pringles HOT on the on-pack promotion and the HOT Seat Challenge gave us a fun and culturally relevant way to do exactly that. By turning the excitement of a last-minute trip into a creator-led challenge, the campaign captures the spirit of lastminute.com customers and puts a real holiday experience at the centre of the action.”
The project also marks the first campaign to be developed through a collaborative model between ZEAL and Tommy, following ZEAL’s acquisition of the social-first studio last month.
Rob White, Co-Founder at ZEAL, said: “This campaign shows what can happen when complementary capabilities come together around a clear brand idea.
“Our role was to help bring Pringles HOT’s on-pack promotion to life in a way that would genuinely resonate with Gen Z. ZEAL shaped the activation concept and overall experience, with ZEAL X delivering the live Manchester challenge and ZEAL Collabs developing the partnership with lastminute.com, while Tommy’s creator-first approach ensured the idea was designed for social from the outset.
“Working together from day one meant the creator content, the partnership and the real-world activation all reinforced the same objective: putting Pringles HOT at the centre of an experience that audiences would want to watch, share and take part in.”
