The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 7th Annual Shorty Awards

Ruffles #RoughLife

Entered in Ambassador & Celebrity Campaign


Ruffles was having trouble reaching the ever-important Millennial Male target. To them, the brand was no longer relevant.

Strategy and Execution

We studied Millennial Males. Not in a creepy way. We discovered that the one thing they love more than the internet is using it to complain about first world problems. Then we celebrated. Why? Well, Ruffles were actually created to solve a first world problem: when a wimpy chip breaks off in your dip.

So we took our 2014 marketing budget entirely online and launched the Ruffles #RoughLife campaign. And that meant going all-in on social. So…we did.

We established a constant social presence for Ruffles and offered consistent comfort through our always-on, always-real, always-relevant social content. By taking our marketing dollars online, we drove real results in the real world.

We understood Millennial's everyday #RoughLife problems, commiserated in their daily struggles, and changed brand perception. In only 7 months, the #RoughLife campaign garnered over 2.8M engagements and 347M impressions across Twitter and Facebook. Our efforts contributed to a rise in sales by more than 8.19% for the 52 weeks ending in November 2014. For the first time in a long time, they started talking about Ruffles.

We made a stale brand relevant by serving up a healthy dollop of understanding and humor and by always keeping it real.

So yea, life can get rough. Thankfully, there's still Ruffles.


Entrant Company / Organization Name

Deep Focus, OMD Worldwide


Entry Credits