Pringles taps creators for HOT Seat campaign

ZEAL and its social-first creative studio Tommy have developed the Pringles HOT Seat Challenge, a creator-led campaign designed to raise awareness of an on-pack promotion for Pringles.

The social-first activity promotes a partnership with lastminute.com and aims to drive sales of Pringles HOT while strengthening the brand’s relationship with Gen Z audiences.

Creator challenge takes participants across Manchester

The campaign centres on a social challenge led by YouTuber Tays, who takes 14 participants on a coach journey from Manchester Piccadilly to Manchester Airport.

Along the route, the group stops at landmarks across Manchester where participants compete in six challenges inspired by the rush of preparing for a spontaneous group holiday. The winner receives a £2,000 holiday from lastminute.com.

The main video appears on Tays’ channels, following teaser content earlier in the month. Additional behind-the-scenes content from creators including the Bov Boys and other influencers extends the campaign across Instagram, TikTok and YouTube in the UK.

Campaign highlights collaboration between ZEAL and Tommy

The work marks the first campaign produced through a joint model between ZEAL and Tommy following ZEAL’s acquisition of the studio. The agencies collaborated from the outset after winning the assignment through a competitive pitch.

ZEAL’s specialist divisions supported the campaign rollout. ZEAL X managed the experiential challenge in Manchester, while ZEAL Collabs oversaw the partnership with lastminute.com.

Seanain McGuigan, brand manager, Kellanova: "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: "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."

Rob White, co-founder, ZEAL: "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."

www.pringles.com

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