The One-Chip Challenge

The world's spiciest chip

Prior to its acquisition by SkinnyPop Popcorn parent Amplify Snack Brands, Paqui was a small, regional chip brand with bold flavors, great ingredients and no national awareness. As it planned a national rollout that would pit it against Doritos and Tostitos, that would have to change.

We made the world’s spiciest chip, sold them individually in a coffin-shaped box, and dared people to take the “One-Chip Challenge.” And we promised to give everyone who posted footage of themselves taking the #onechipchallenge on social free chips and a spot on our web site’s “Wall of Infamy.” When a  launch-day Mashable story sharing the news received 227,000 shares, we knew we were on to something.

A global media phenomenon ensued, as neither media nor consumers could resist. The billion-impression bonanza fueled a 400% fourth quarter sales increase for Paqui, as the brand’s new notoriety quickly translated directly into grocery-shelf space. And we built on that success with an equally viral follow-up focused on athletes and sports media the following year.



2018 PR Week Award: Winner, Best Viral
2018 PR Week Awards: Finalist, Best in Product Brand Development

2018 Innovation SABRE Awards: Winner, Best in Show
2018 Innovation SABRE Awards: Winner, Digital Promos & Activation
2018 Innovation SABRE Awards: Winner: Earned Media - Print/Online
2018 Innovation SABRE Awards: Winner, New to Market - Product
2018 Innovation SABRE Awards: Winner, New to Market - Company
2017 Cannes Lions: Winner, Bronze, Promo & Activation

PRW Award Winner