Tostitos®: Open Brief
HELP ME RECONNECT WITH JOY

VP, Group Creative Director Steve Moon | Associate Creative Director Katie Bernheisel
Tostitos® jumped on the opportunity to open a pop-up restaurant, “Tost!” in Fall 2022.
Within an open brief, they wanted to up their game for 2023 and continue to position themselves as more than just a chip, but as a pantry staple in American homes.

With a rise in food hall culture – public, outdoor commerce centers have become commonplace in many major US cities. FritoLay® could leverage this food experience as a testing area for new varieties, hosting PEPSI® sponsored performances, and more.

By bringing both food hall culture and also diverse food culture to life, “Tost Hall by Tostitos” is a branded destination where consumers can find their favorite “Tost!” recipes and reconnect with joy by coming together with friends and family.

Key Tactics:

• National – Tost Hall: Expand Tost Restaurants to select cities by opening a food collective that houses Tost, Frito-Lay, and other food vendors in an always-on brand experience

• DTC – Available through DoorDash, Uber Eats, Postmates and Grubhub

• Social – Content featuring celebrity hosted events, music performances, food spotlights, and food influencers

• Retail – Toast Hall recipes, cross merchandising, and flavor innovations in stores