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 t
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