Ruffles is looking to inspire fans of its products to unapologetically own what makes them unique with a brand new campaign.
To help spread this message far and wide, the brand is partnering with NBA star LeBron James on its Own Your Ridges campaign.
Through this initiative, Ruffles will work with James to deepen the meaning of the campaign, and inspire America to embrace life’s obstacles because each person’s journey to their goals is what makes them and their story unique, the company said.
“I knew right away that with Ruffles, we had an opportunity to approach this partnership and the product in a way that's never been done before. The idea of owning your ridges and embracing what makes us all different resonates with me on a lot of levels,” said James. “I’m excited about the depth of the Ruffles D.N.A. campaign and being able to engage everyone with its empowering message.”
James’ multi-year partnership with Ruffles will span multiple campaign elements across retail, social media and more. The campaign will kick off with a television ad titled, Ruffles D.N.A.