“Discover Your Flavour” Media Kits
Old Dutch Canada
In 2025, Old Dutch Canada launched "Discover Your Flavour," new messaging built around the idea that there's an Old Dutch flavour for everyone. To bring it to life, we distributed media kits packed with new flavours and LTO merch, getting product directly into people's hands instead of just talking about it. We built on what we'd learned from gifting the year before, optimizing who we reached and how, and for essentially free (media kit costs aside), got the new messaging spreading on its own to a diverse audience.
121.1K Impressions
60.3K Reach
23K Engagements
30.5% Engagement Rate
60+ Generated Content Pieces
Results:
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Campaign Strategy
Creator Selection & Vetting
Graphic Design
Copywriting
Data & Analytics
Community Management
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Old Dutch wanted to position itself as the chip brand with flavours for all tastes and palettes. This came with a “Discover Your Flavour” tagline and a few new flavours to back it up. To ensure this message landed, influencer marketing was the obvious choice, but Old Dutch didn’t want to hand their voice to someone else’s feed, and we didn’t have the budget.
Our job was to launch this message without the tools we’d typically use, and make it land hard enough to stick.
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Instead of paying for reach, we combed through our own comments, messages, and tags for people already showing up for us: superfans, snack creators, proudly Canadian creators, artists who'd made Old Dutch fan art, and even a few chefs. The excitement was already there before a single box shipped, and it carried over into their audiences.
Select creators received a second kit to give away to their own community, capitalizing on the initial hype and turning the media kit into something anyone could get in on (with enough engagement that is).
71 kits went out to 44 creators and fans, 25 as giveaways, generating 60+ posts and engagement rates as high as 68%. Creators and fans alike started reaching out asking to be gifted, and that demand shaped the following year's gifting strategy.
Overview:
