Brand | CHIPSY FOOD INDUSTRIES |
Product/Service | POTATO CHIPS |
Entrant | OMD Cairo, EGYPT |
Entrant Company
|
OMD Cairo, EGYPT
|
Media Agency
|
OMD Cairo, EGYPT
|
The Campaign
According to research, Chipsy is under-indexing when it comes to sharing occasions and in-door consumption; hence, Chipsy teams decided to penetrate this opportunity by introducing the sharing pack with a new pack innovation to drive frequency of consumption with larger quantity and tapping into “In-home / sharing” occasion…
Success of the Campaign
• TV copies & sponsorships of the main programs
• On-ground activations
• Aggressive trade support: Build a creative solution to make this unique product stand out and be convenient to the merchants; which is basically a carton stand that holds up multiple packs vertically and has an attractive design that is the same as the packaging artwork
• Outdoors
Billboard
Place Based
• Radio campaign
• Engaging digital support
Online Ads
Web site
Viral video
Social Networking Sites
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
Chipsy was researching what could be the next big thing to further expand the market and consumption habits. After rigorous exploration a need was discovered.
Chipsy decided to launch an innovation in the biggest pack size in Egypt (5 LE) that was going to change how people consumed potato chips altogether. A new idea was born which was built around a big pack, meant for sharing, that had a seal tape attached to it. After consuming the potato chips this seal tape allowed for the pack to be resealed making the saved potato chips fresh as the first time the pack was opened
Credits
Fady Ali |
Pepsi Co |
Media Manager |
Tamer El Rafie |
Pepsi Co |
PC & Nuts Marketing Manager |
Tarek Jaffar |
Omd |
Director |
Yosra Ebeidy |
Chipsy |
Brand Manager |
Dena Badawi |
Chipsy |
Assistant Brand Manager |
Sandra Makram |
OMD |
Manager Planning |
Gala Oraby |
OMD |
Executive Planner |
Hazem Hussein |
OMD |
Chief Creative Officer |
Arkadio Ceaser |
OMD |
Executive Creative Director |
Mahmoud Hosni |
OMD |
Copy Writer |
Tamer ElEzabi |
OMD |
Executive Vice President & Board Member |