Pirate's Booty

Snack Wars: Grabbing Market Share

Challenge:

With 90 percent of the snack chip market dominated by fried potato chips, how did Pirate’s Booty, a healthier alternative, gain share of voice and market?

Creative Solution:

We underscored the product’s nutriutional benefit over potato chips by engaging dieticians to make the case for Pirate’s Booty alternative chip in print and broadcast. Influencers got product into the mouth of A-list nutritionists, bloggers and celebrities.

"Pirate's Booty is a great choice for a healthy kids’ snack and beats regular chips."
- Meg Ragland, Health Director, Family Circle

Results

  • Shiver me timbers, in the first six months, M Booth significantly increased share of voice for Pirate’s Booty.
  • M Booth has driven substantive, health-oriented coverage on target media outlets such as The Today Show, and has also built the Pirate’s Booty brand personality with unexpected features on outlets like ESPN.
  • Results have well exceeded media expectations, created buzz among retailers in key markets and stirred consumer excitement in the snack aisle.