ruffles

Online Promotion

Creative Director/Copywriter: Kevin McGraw
Web Designer/Developer: Jonathan McMills

“Would You Name Your Baby HORTON?” To combat sagging sales and reduced household penetration, Frito-Lay staged a rebirth of its classic Baby Horton character with an unusual offer. From qualified entries, the first parents to name their baby Horton were awarded a $50,000 college annuity.

Reviving the classic “R-R-Ruffles have R-R-Ridges” tagline, the promotional effort garnered over 3 million media impressions and resulted in significantly increased sales figures and market share for the brand.

Exceeding all forecasts for desired performance metrics, “Would You Name Your Baby HORTON?” became a PRO Award Winner and won the Promotion Marketing Association’s Gold Reggie Award.