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PepsiCo chip brand launches anniversary campaign

Miss Vickie’s brand marks 25 years in Canada


Toronto, Ont. – Twenty-five years after it was launched, Miss Vickie’s potato chips from PepsiCo Foods Canada is the country’s favourite kettle-cooked chip brand. To celebrate the milestone, Miss Vickie’s is partnering with Australian winery Rosemount Estate to introduce a marketing campaign focusing on wine and chip pairings.

Miss Vickie’s was first introduced at the Alliston Potato Festival in 1987 by New Lowell, Ont. potato farmers Vickie and Bill Kerr. The brand was acquired by PepsiCo snack division Frito-Lay in 1993.

According to a survey conducted in April by Harris/Decima and commissioned by Miss Vickie’s, more than half of the 2,006 Canadians polled said they eat potato chips a few times a month or more. Over 60 per cent said they like to pair a glass of wine with a snack like potato chips just as often. The brand’s new wine and chip pairing campaign offers Canadians new, perhaps unexpected, ways to enjoy its flavour varieties, enhanced by Rosemount Estate wines.

Miss Vickie’s is also launching limited-edition 25th anniversary packaging for its Original Recipe and Sea Salt & Malt Vinegar flavours. The brand will round out its campaign with a chance for consumers to win one of three trips to Australia.