Having won the Master Chips account last year, FP7/BEY’s objective for the coming year is to reposition the company as the leader in the salty snacks category in Lebanon. Master Chips is a Lebanese mass-market favourite when it comes to its flagship natural potato chips.
So, when launching the new Master ‘Kettle Cooked Potato Chips’ the agency took the opportunity to communicate to a niche demographic – the mid to upper-scale Lebanese who usually perceive international brands as ‘better’.
They may be adopters of the latest trends, but this demographic hasn’t lost its weakness for the traditional and authentic.
Hence ‘New, the old fashioned way’, a campaign built around this core understanding.
Project New, the old fashioned way
Client Master Chips
Agency FP7/BEY
Creative director Wissam Matar
Art directors Mona Abi Warde, Elie Fakhry
Copywriter Nadyn Chalhoub
Account director Salim Fayed
Account manager Ghada Ramadan
Director Samir Siryani
DOP Pierre Mouarkech
