A Ruffles announced last Monday (10), a new version of its potato chips. In partnership with the Outback Steakhouse, PepsiCo’s snack brand has launched the ‘Ribs on The Barbie – Barbecue Rib’ flavor, in a limited edition, inspired by the Australian chain’s famous dish.
The idea arose from the two brands’ shared interest in providing innovative and creative gastronomic experiences to consumers, in addition to using irreverence and good humor to connect with the public.
The launch is now available at the main points of sale in the South, Southeast and Central-West regions of Brazil. Ribs on the Barbie, one of Outback Steakhouse’s main dishes, has had different versions and presentation formats, but this is the first time it appears as a potato chip snack.
According to a statement from Ruffles, the collaboration between the two brands will open doors for entry into channels previously unexplored by both. For PepsiCo, the partnership represents the opportunity to take its snack into a restaurant. Meanwhile, for Outback Steakhouse, the strategy increases the brand’s visibility on shelves and retail points of sale, expanding its reach to new consumers and creating more moments of consumption.
“Our intention is to join forces and bring an innovation to the market that combines the wave and crunch of Ruffles with unique flavors that please the palate and are among the favorites of the Brazilian consumer”, says Simone Simões, marketing director at PepsiCo. “Innovation is part of Outback’s adventurous spirit and, once again, we took the lead to present our customers with a fun and tasty version of Ribs On The Barbie”, adds Raquel Paternesi, Marketing Director at Outback Brasil.
To publicize the news to consumers, the companies will carry out a series of actions on social media, connecting the positioning of both brands by combining Ruffles’ ‘Viva essa Onda’ message with the celebration of Outback Steakhouse’s characteristic moments. From July, the Australian chain will also start selling the product in its restaurants.
*With information from Exame/ Cover photo: Disclosure/Ruffles
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