Social Strategy & Management
Old Dutch Canada
Since the beginning of 2023, I’ve been transforming Old Dutch Canada’s digital identity, fine-tuning its always-on and paid strategies, and developing deeply engaging content to expand its unique and vast community of dedicated fans.
+2.9K% Impressions (4.3M)
+2.5K% Reach (3.5M)
+1.1K% Engagements (42K)
+72% Engagement Rate (8.1%)
Results:
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Organic & Paid Strategy
Campaign Strategy
Graphic Design
Copywriting
Data & Analytics
Community Management
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Old Dutch Chips are an iconic snack food born in Canada’s prairies that fill Canadians with memories of BBQs, big games, movie nights, Halloween and more. However, instead of serving craveable nostalgia on social in late 2021 and early 2022, they were stuck in the past. More your great-aunt’s favourite chip, one you add to your cart as an afterthought versus the flavourful and expressive food they are. Its feeds were fed by POP-style creative featuring lacklustre stock and flat, ho-hum copy that could apply to any CPG good.
We needed to revamp their social strategy to successfully speak to the Gen X, Y and Zs, on a limited budget while not alienating their older fans, that grew up with them—People choosing white label store chips or the 4-letter word that’s starts with L instead.
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We leaned into the cheesy and made a wholesome brand fun with puns (both ironically and un-ironically), recognizing an array of wild and mild crunchy craving moments, and feeding playful debates about chip habits and choices (like how Ketchup is god-tier). While visually simplifying to make the delicious product the stars of the assets in a cohesive brand palette. Creating a positively bold personality that is your snacking soulmate.
Overview:
