Doritos has joined forces with the highly anticipated Minecraft Movie, unveiling a special partnership that transforms its iconic triangular chips into square-shaped snacks inspired by the pixelated world of Minecraft. The collaboration brings new limited-time flavors, an inventive QR code scavenger hunt, and the chance for fans to win cash and movie-themed prizes.
Key Takeaways
- Doritos introduces limited-time square chips to celebrate the Minecraft Movie.
- Special on-pack QR code promotion offers chances to win up to £10,000 and exclusive merchandise.
- Two new flavors inspired by Minecraft characters: The Creeper Vinegar and The Ghast BBQ.
- An in-person scavenger hunt in select UK stores challenges fans with riddles and big rewards.
Doritos and Minecraft Movie: A Flavorful Partnership
The partnership marks a unique moment for snack and gaming fans alike. With the Minecraft Movie set to hit cinemas in April, Doritos is celebrating by reimagining its chips in the blocky, square style synonymous with Minecraft. Alongside this playful redesign, Doritos is introducing two brand-new flavors—The Creeper Vinegar and The Ghast BBQ—capturing fan-favorite aspects of both the game and the emerging trends in savory snacks.
Both flavors evoke iconic Minecraft characters and are poised to generate excitement among fans. Available in specially themed 180g packaging, these limited-time snacks may become permanent fixtures if the reception is strong.
QR Code Scavenger Hunt: Find the Square Win the Prize
The centerpiece of the campaign is an innovative digital on-pack promotion. Shoppers in the UK and Ireland can purchase specially marked Doritos packs, scan the QR code, and enter a unique code from their pack to instantly discover if they’ve found a digital square Dorito. The maximum prize up for grabs is £10,000, with hundreds of other prizes including movie merchandise, signed posters, and cinema tickets up for grabs. The promotion covers classic Doritos flavors as well as the new Minecraft-inspired varieties and runs from mid-February through mid-April.
For those seeking an extra challenge, Doritos is hosting a scavenger hunt in selected UK locations. Between February 28 and March 6, fans can solve riddles posted online to determine which mystery stores are stocking limited edition packs containing actual square-shaped Doritos chips. The first wave of the hunt rolls out in Hertsmere, with subsequent locations revealed throughout the following week. Cash prizes include up to five £10,000 awards and additional tiered prizes for lucky finders.
Driving Excitement and Engagement With Fans
This campaign is more than just snacks and prizes—Doritos is aiming to spark a cultural moment by tapping into the huge overlap between gaming, cinema, and snack lovers. A robust marketing push—including digital campaigns, social media, public relations, and a new TV commercial—will ensure the partnership’s visibility, and drive foot traffic and anticipation among retailers and fans.
With creative packaging, interactive challenges, and mouth-watering flavors, the Doritos x Minecraft Movie collaboration is shaping up to be one of the most exciting food and entertainment partnerships of the year.