Ruffles “Get Your Own Bag” Campaign/Case Study
As a young copywriter on loan from Energy BBDO in Chicago I was asked to help BBDO NY in a pitch to win the Ruffle’s Potato Chips business. DDB Chicago was the longstanding agency of record, and they were considered a shoe in to keep the business. The idea created was a complete re-branding of the Ruffle’s very well known, “Ruffles Have Ridges” campaign, which at the time was considered a mainstay.
The campaign, “Get Your Own Bag”, not only changed a bit of advertising history, but it went on to win the $40 million dollar account and secure a job offer for me from BBDO NY. I happily accepted. BBDO then went on to pick up Lay’s as well as Sunchips, Tostito’s and Dorito’s. And in one of those rare, but awesome advertising moments, the pitch work was produced unchanged with many of the executions being recognized in several awards shows. I also had a chance to shoot in Alaska for the first time. Well, the only time actually.