To help Gen Z friendship groups get the holiday ‘out of the group chat’, Pringles Hot has teamed up with lastminute.com on the ‘Pringles Hot Seat Challenge’.

The social-first campaign aims to drive awareness of Pringles Hot’s on-pack promotion which sees the snack brand partner with lastminute.com to give away the ‘hottest’ group holiday and provide £50 off lastminute.com with every pack. 

To encourage Gen Z to pick up Hot Pringles, the brand has teamed up with Zeal’s new social-first creative studio Tommy to create an influencer-led, social media challenge to build excitement in the run-up to summer. 

The ‘Pringles Hot Seat Challenge’ is inspired by the familiar last-minute rush to the airport. It sees YouTuber Tays host 14 influencer participants on an airport coach transfer from Manchester Piccadilly to Manchester Airport, stopping at iconic Manchester landmarks along the way. Across the journey, the participants take part in six challenges to crown a final winner of a lastminute.com holiday worth £2,000.

The challenge is available to watch on YouTube and across Tay’s social channels. A series of teasers and behind-the-scenes content from Tays, the Bov Boys and a mix of micro and macro creators extends the activity across Instagram and YouTube.

The social media activity is designed to reach Gen Z in an authentic and culturally relevant way, connecting with the socially-native audience where they are.

“We wanted to connect with Gen Z with an innovative format and bring our on-pack promotion to life in a way that felt exciting and culturally relevant. The HOT Seat Challenge captures the chaos and energy of group holidays and puts Pringles HOT at the centre of that experience,” says Seanain McGuigan, Brand Manager at Pringles.

The activity aims to raise awareness of Pringles HOT on-pack promotion while building the snack brand’s affiliation with younger consumers. The activation is a first-of-its kind for the Pringles sub-brand.

“We built this campaign around how Gen Z actually behaves, not how brands wish they did. The opportunity wasn’t just to amplify an on-pack mechanic, it was to turn it into something people would actively choose to watch and share,” says Harriet Donovan, Managing Director at Tommy. 

She added: “We were able to design the idea for social from day one, making the promotion feel less like advertising and more like entertainment.”

Reaching Gen-Z customers with social media content that feels authentic and platform nascent, Pringles Hot drives connection and awareness through entertainment.