How Zapp’s Responded to a Viral Moment and Brought ‘People Chips’ to Life

Zapp's Potato Chips and The Sasha Group demonstrated the power of social media by turning a hilarious and heartwarming viral moment into a real-life celebration for a lifelong fan.

A Tampa woman named Valerie shared a storytime on TikTok about how her daughter, Maggie, had affectionately referred to Zapp's Voodoo Chips as "People Chips" throughout her childhood – and it took almost a decade to figure out what they were.

The video quickly turned to internet gold and Zapp’s embraced the "People Chips" phenomenon by fully integrating it into itsidentity—updating its profile photos and bio to reflect the movement, engaging with audiences through witty organic content, and fueling the conversation in the comment section of Valerie’s now 17.1M-view viral video. The brand bolstered the conversation by running paid banners on retailer platforms, ensuring "People Chips" wasn’t just a viral video but a whole if you know, you know brand moment.

And as consumers have loudly been calling on brands to engage with their real-life fans and consumers, Zapp’s knew this moment had legs beyond the screen and surprised Valerie and Maggie with a PR box filled with their favourite chips. But the surprises didn't stop there.

In her original video, Valerie mentions how when Maggie was little, she was so obsessed she’d even ask for a “People Chips” birthday party –– and last weekend Zapp’s made that dream a reality. The People Chips birthday extravaganza showcased how brands can strategically leverage social insights to create authentic connections and celebrate the people who ultimately drive their success – real consumers.