Sun chips has done a classic example of cross-niching. More so, they have done a cross media promotion, involving social media, a global holiday, and a commendable action towards the “green” movement.
They made their bags compostable, and they announced this through joint efforts on NBC, by using NBC show stars (Joel McHale for one) on Earth Day. Sun Chips released a press release at the beginning of the month, and during that time they were tweeting heavily, but since for over two weeks haven’t tweeted once, which is a really bad move. You are going to spend all this money on ads on NBC and you are not going to utilize something that is free like Twitter?
On the other hand, there use of Facebook is stellar.
So kudos to Sun Chips, for utilizing “green” marketing, good use of Facebook and for coming up with something that genuinely helps the environment.