Chipsy Egypt, in collaboration with Impact BBDO Cairo, has highlighted the resourcefulness of the Egyptian people and has ‘created a social media phenomenon’ within its latest ‘Chipsawich’ campaign.
Its latest film follows the story of Afifi, a tour guide and inventor of the ‘phenomenon’ of adding a handful of chips to spice up and add a crunch to the dull, everyday sandwich. A wave of questions follow the regional phenomenon: If this chip-infused crunchy sandwich is worth the bite, then which flavour goes best with which sandwich?
To ensure maximum awareness and reach, and to truly build the ‘Chipsawich’ habit – the addition of various flavoured chips into sandwiches – the campaign was rolled out on the biggest media including billboards, social media platforms (YouTube, TikTok, Instagram), television, and e-commerce platforms.
The campaign is a continuation of the two-year-running Chipsy food journey, which reflects the growing financial “crunch” through potato snacking.
“Given the ever growing financial crunch, the role of snacking on potato chips has evolved from merely complementing meals to becoming an indispensable part of the meal, thus elevating the full meal experience. This guided us to truly own this space by transforming Chipsy from just a snack to a meal,” said Ali Rez, the Chief Creative Officer of Impact BBDO.
“By digging deeper into the lives of our consumers and their key tension points, we learned that with the fast paced lives and squeezed schedules, the food table has evolved immensely leading to a shift and a higher reliance on quick fixes within food, especially sandwiches. There is a higher need to elevate the meal even further. This translated into the big idea of turning all sandwiches into ‘Chipsified Sandwiches’, thus, making ‘Chipsawich’ an integral part of a meal,” he added.
CREDITS:
Creative agency: BBDO Cairo
Digital planning and outdoors: OMD
Photography of food shots and videography: Flavor Republic
Director: Omar Hilal
Production: Bigfoot Films
BBDO Head of Production: May Mohsen
