Brief:

• Pringles is promoting the release of its potato chips that taste like Wendy's Baconator burgers with videos on social media apps TikTok and Pinterest. The Kellogg-owned snack brand is running the spots on streaming network Tastemade, which also posted them to its owned social media accounts, per an announcement shared with Mobile Marketer.
• Food artist Harley Langberg developed the two videos, which show the Wendy's logo made out of Pringles chips and chili powder, and the Pringles logo crafted with bacon and ketchup. Pringles last month began offering the Baconator chips for a limited time.
• Each can of Baconator Pringles has a code on the seal that's good for a free Baconator, Son of Baconator or Breakfast Baconator sandwich from the Wendy's app.

Insight:

Pringles' campaign for its Wendy's Baconator chips aims to reach consumers who watch Tastemade, whose food and travel programming targets young adults. The video network also is showing the videos on its TikTok and Pinterest accounts, helping Pringles and Wendy's to reach consumers who are heavy consumers of digital video and social media. About three quarters (74%) of Generation Z say they often snack between meals, per a study by the Institute of Food Technologies. Those habits make young adults a key target audience for a brand like Pringles.

While it's not clear how much of Tastemade's audiences on TikTok and Pinterest overlap, there are indications that they each reach different demographic groups. The average age of a Pinterest user is 40, per data cited by digital marketing agency Omnicore. TikTok tends to be more popular with teens and younger adults, but there are signs that its audience is maturing. The percentage of U.S. consumers ages 18 to 24 who use TikTok fell to 35% in April from 41% in January, but the social video's app audience of 25- to 34-year-olds expanded to 27% from 22%, per Comscore data cited by Adweek. The data indicates that the portion of people ages 35 to 44 who use TikTok rose to 17% from 14% during that period.

Pringles' latest campaign follows other efforts to reach teens and young adults through digital media. The Kellogg brand ran a Super Bowl spot for the third consecutive year, teaming up with Adult Swim's "Rick and Morty" for a broader campaign. Last year, the snack brand partnered with video game developer Xbox Game Studios on a campaign to promote "Gears 5" on Twitch, the livestreaming platform owned by Amazon. Pringles collaborated with Twitch streamers to show off a novelty gaming headset that automatically fed its stackable potato chips into a wearer's mouth.

Previously, Hyundai sponsored a four-part series on Tastemade. Each episode of "The Un-Adventurers" tells the story of a real person who leaves their home state for the first time to embark on a fantasy road trip. Tastemade has an audience of 300 million monthly viewers on all major digital, mobile and streaming television platforms, according to a separate press release.