Although iconic to older generations, Gen-Z had no emotional connection to mascot Mr.Tayto, as they didn’t remember his classic campaigns of yesteryear. They just saw him as the lad on the crisp packet. So, as people generally don’t know what they’ve got till it’s gone, we got their attention by taking him off all packaging - causing a stir online. After several weeks of wonder and theories, we revealed that he was right where our target audience was - TikTok. After this, he embarked on a worldwide adventure, lighting up TikTok with over 50 travel videos across three different continents - interacting with fans, jumping on trends and growing his following by 50%.