Ruffles - RidgeWear
This campaign took an innovative leap by blending a snack brand with the fashion world. By aligning the ridged texture of their chips with the resurging popularity of corduroy in streetwear, Ruffles created a unique brand crossover that resonated with both snack lovers and fashion enthusiasts. This collaboration demonstrated how unexpected partnerships can create excitement and cultural relevancee�
The centerpiece of the campaign was a limited-edition varsity bomber jacket that showcased corduroy elements, paying homage to the ridges of Ruffles chips. The jacket's vibrant color palettee�yellow, varsity blue, white, and rede�captured attention, combining retro design with modern streetwear sensibilities
The campaign primarily targeted Gen Z and Millennial consumers who are interested in streetwear and pop culture. By leveraging fashion trends and collaborating with Blu Boy, a designer popular with younger audiences, Ruffles aimed to tap into the fashion-forward crowd while also reinforcing their snack brand identity
TARGET AUDIENCE
About the
Campaign -
This campaign took an innovative leap by blending a snack brand with the fashion world. By aligning the ridged texture of their chips with the resurging popularity of corduroy in streetwear, Ruffles created a unique brand crossover that resonated with both snack lovers and fashion enthusiasts. This collaboration demonstrated how unexpected partnerships can create excitement and cultural relevancee�
Core Theme of the Campaign -
Snack meets streetwear: Ruffles expanded from snack branding into fashion by creating RidgeWear, a line of streetwear inspired by the ridges in both their chips and corduroy fabric.
Key collaboration: The brand partnered with designer Blu Boy to translate the iconic ridged texture into a fashionable statement, focusing on a limited-edition varsity jacket.
Vibrant design: The bomber jacket became the campaign highlight, blending bold, retro colors like yellow, varsity blue, red, and white.
Creative branding: The campaign drew inspiration from the shared texture of Ruffles chips and corduroy, tapping into the rising popularity of corduroy in the streetwear scene.
Unique crossover: The campaign stood out for merging food and fashion, surprising consumers with a high-fashion take on a well-known snack brand.
Targeting younger demographics: Gen Z and Millennial consumers who love streetwear and fashion trends were the primary audience.
Street culture focus: By entering the fashion space, Ruffles aligned itself with street culture, making their brand more appealing and relevant to younger, fashion-conscious consumers.
Impactful visuals: The campaign visuals and the varsity jacket's distinctive look made a strong impression, sparking interest and conversation on social media and beyond