Chipsy set out to own one of Egypt’s most competitive consumption moments – screen time – by turning it into a repeatable, joy-led ritual anchored in frequency rather than awareness. With a penetration of 99 per cent in Egypt, the brand’s focus was not on visibility but on deepening usage by owning the snack occasion most closely associated with everyday screen consumption. Brought to life with the support of BBDO Cairo, the campaign focused on embedding Chipsy into everyday screen-time behaviour.
Rather than driving awareness, Chipsy aimed to own the snack moment associated with watching screens – positioning itself as the go-to screen-time snack, framing the brand as an enabler of enjoyable screen moments that could be activated repeatedly and scaled.
Conceptualised by BBDO Cairo in collaboration with Chipsy’s brand and media team, the idea was rooted in one observation: that people use screen time as a moment of escape and recharge. Specifically targeting millennials, considered to be “Chipsy’s tribe” or “joymakers”, the campaign focused on audiences experiencing daily pressures and turning to screen time as a form of release. The concept was rooted in the fact that Chipsy could be used to unlock a more enjoyable, joyful screen-time moment.
The strategy centred on achieving mass, high reach to impart one simple, repeatable association at scale: screen time starts with Chipsy.
The campaign leaned into humour and interruption to reinforce the idea and keep it visible in the audience’s day-to-day surroundings through TV, digital and social media, creating short shareable bites.
“This combination ensured we weren’t just reaching everyone but also showing up consistently inside the exact behaviour we’re trying to own, ultimately driving higher relevance, repetition, and frequency rather than just broad visibility,” shared the Impact BBDO Cairo team.
Campaign rollout
The campaign was rolled out in two phases:
The first phase saw the launch of three main films on TV and digital, each featuring different film settings. The films were set across a rooftop, a boxing match and a gangster scene, while audiences watched these moments unfold in a theatre, on an iPad in a car and on a shared TV screen.
The films showed how, as the scene was getting interesting with higher stakes, the action suddenly paused when the viewer’s bag of Chipsy ran out. The main films and their respective cutdowns focusing on the “No Chipsy no screen time” platform aired on TV, digital through both organic and paid means.
As part of the second phase of the launch, the brand launched a celebration song to complete the campaign. The song aimed to own “joyful moments”, a space deeply rooted in Chipsy’s DNA, and its respective cutdowns aired on TV and digital (organic and paid), in addition to a TikTok TopView placement.
The brand also leveraged music streaming platforms such as Spotify and Anghami through Google Display Networks and paid ads that utilised the song cutdowns in addition to the music videos developed for the campaign.
To further support the digital rollout, the brand partnered with celebrities such as Tamer Hosny, Asmaa Galal and Ahmed Fahmy to create additional shareable content, including reels. Celebrities from the entertainment industry were add to further the concept of ‘no Chipsy, No screentime’, each bringing in a different appeal to the mix.
Tamer Hosny, Egypt’s mega-star singer, was brought on board for his cross-generational reach and long-standing relationship with Chipsy, helping the campaign feel instantly big and familiar. Asmaa Galal, one of the most relevant female actresses in Egypt, was chosen for her freshness and pop-culture relevance. Rounding off the list, Ahmed Fahmy, a widely loved actor known for comedy, helped land the humour and made the idea more shareable. Their recognisability allowed the screen interruptions to land faster, with audiences immediately identifying the “screen heroes” being paused by Chipsy.
Their presence increased talkability and reach and made the “screen pauses until Chipsy” humour land faster and more relevant to the viewer, because the audience instantly recognises the “screen heroes” being interrupted by Chipsy. These executions were further amplified through paid social media placements.
Campaign duration and results
Launched in November 2025, the initial phase of the campaign featured a “30 per cent more Chipsy” promotion that ran until the end of January. A repurposed version without the promotion will continue until the second week of February 2026, concluding just ahead of Ramadan.
The campaign’s success was measured across three key areas: brand association, engagement and behavioural impact. From a brand perspective, performance was tracked through uplift in Chipsy’s association as the go-to snack for screen time and stronger mental availability around screen-related occasions. Engagement was assessed through video views, view-through rates, reach, shares, completion rates and interaction across films and short-form content. Behaviourally, impact was measured through uplift in purchase frequency for key packs and flavours during the campaign window.
