The holidays are a time for feeling joy, being with loved ones, and eating lots of food—sometimes more than families can finish in one sitting. And for days after a big festive dinner, there may be leftovers stuck languishing in the fridge. For the 2022 holiday season, Tostitos set out to solve this dilemma by reimagining their beloved tortilla chips as the key ingredient to transform these leftovers. “We know that after the holidays, consumers are inundated with leftovers, but may not want to eat the same meal for days on end,” said Jenni Welsh, senior marketing director at Tostitos. “With that in mind, Tostitos wanted to help consumers reimagine what their leftovers could be.”
To spread the word to festive foodies that “next-day delicious” was just a crunch away, Tostitos collaborated with Amazon Ads for a first-of-its-kind, content-to-commerce custom activation. The collaboration was anchored in the new Amazon Freevee reality cooking competition series, America’s Test Kitchen: The Next Generation, which followed 11 contestants/home cooks as they presented their dishes throughout a series of challenges that tested their culinary abilities and on-camera personalities. The last cook standing would win the job of a lifetime—becoming the newest face of America’s Test Kitchen, the opportunity to write their own cookbook, and a $100,000 prize to fund the culinary business of their dreams. The campaign extended across multiple Amazon touchpoints, showcasing a creative recipe starring holiday leftovers and Tostitos while seamlessly driving the full-funnel customer experience from streaming to purchase.