Cut Different
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Cut Different” is a campaign celebrating the unique identities of the Raptors and Ruffles through an exclusive apparel line designed by Spencer Badu. By leveraging social media, in-venue activations, and influencer partnerships, the campaign aimed to unite fans and elevate Ruffles as a cultural icon within the basketball community.
THE PROBLEM
Despite its iconic product status, Ruffles struggled to connect with a younger consumers and fans through their brand power.
THE ASK
Position Ruffles as a distinctive and culturally relevant brand by integrating it into the community and fandom of the Toronto Raptors through an exclusive apparel collaboration.
CREATIVE INSIGHT
The Raptors and Ruffles are both 'cut different' - celebrating their unique "ridges" while finding commonality in their differences.
THE IDEA
"Cut Different" is a collaboration between the Raptors and Ruffles, featuring an exclusive apparel line designed by Spencer Badu. The campaign includes a multi-phase rollout with social media content, in-venue activations, influencer partnerships, and a nationwide contest, all aimed at celebrating the unique identity of both brands.
The
Results
THE Results
This is the power
of partnerships
