Win Rewards In Every Pack / Snack More, Win More
Frito-Lay set out to move beyond traditional snack promotions and create a campaign that could deliver immediate excitement while influencing purchase behavior among Gen Z and millennial shoppers. In a crowded FMCG Snack category where price-led mechanics often struggle to engage younger audiences, the brand needed a fresh, scalable solution that rewarded loyalty, sparked social buzz, and encouraged shoppers to trade up to larger pack sizes. The brief called for a high-impact activation that delivered instant gratification, drove viral engagement, and could be rolled out across multiple Southeast Asian markets.
Planning & Execution
TLC Worldwide partnered with Frito-Lay to design a reward-first campaign concept that embedded instant wins directly into the purchase experience. The program launched in the Philippines as Win Rewards in Every Pack, where snack lovers unlocked guaranteed rewards with every pack, ranging from dining and entertainment perks to travel experiences, reinforcing a clear and compelling call to action. Built around simplicity and high perceived value, the mechanic encouraged participation at the point of purchase and drove strong in-store visibility.
Following its success, TLC adapted and scaled the concept for Singapore and Malaysia under Snack More, Win More, leveraging receipt validation to support supermarket-led participation. Across all markets, TLC managed campaign strategy, reward sourcing, localization, digital journeys, and fulfilment, ensuring a seamless, engaging experience that aligned with local retail behaviors while maintaining a consistent regional framework.
Effectiveness / Results
- Over 1 million campaign page visits in the Philippines
- 60% of customers checkout larger pack sizes
- Over 15% conversion rate in Malaysia and Singapore