BACKGROUND

For decades, chip companies have been heavy media spenders, making it difficult for small boutique challenger chip brands to expand their audiences.

Dutch brand Hoeksche Chips wanted to raise awareness of their delicious Salt & Balsamic Vinegar chips through a brand activation that had the power to go beyond traditional media and capture the attention of a wide audience of snackers.

Our objective was to communicate the flavor superiority of the product, executing through an unexpected product twist that pushed beyond video and print and helped connect to true chip lovers in a way they’d never forget.

DESCRIBE THE CREATIVE IDEA

The chip bag has remained the same since it was first introduced and to us, it has one terrible flaw. Chip lovers everywhere have always struggled with the problem: how do you enjoy those delicious crumbs at the bottom of a chip bag without making a mess? Do you awkwardly dump the whole bag of crumbs over your face and shirt or lick your finger and do your best to grossly scrape the bottom seam? With flavor as delicious as Hoeksche Chips Salt & Balsamic Vinegar, we knew this problem had to be solved.

So instead of a traditional ad campaign, we embarked to create an innovation that would change the world. Of flavor. To save every last crumb of Hoeksche’s flavorful chips, we developed a rippable bottom corner for the bags, The Flavor Saver, creating the “world’s first” corner funnel technology to help chip lovers safely save every last crumb of their chips.