Birds Eye Golden Crunch chips launches re-vamped creative campaign via BC&F Dentsu

Simplot has teamed up with BC&F Dentsu to put a fresh spin on its Birds Eye Golden Crunch chips.

Alas, the once-loved chips had lost their lustre, giving way to the bustling nature of the frozen chip category.

So, Simplot sprang into action and set about giving consumers more of what they really wanted. An even crunchier chip, carefully crafted with a new secret recipe. The somewhat dated packaging also got a much-loved face lift too.

VIEW THE SPOT

To complement the complete brand relaunch, which also includes instore and online activity, the campaign looks to reinvigorate what the product stands for, and indeed, why it should be a household staple.

And so, a common universal truth resonated with everyone which led to the new brand direction.

Leading the creative team, Mick Stalker, creative director at BC&F Dentsu, initially touched on an insight dating back to his childhood years, when dinner time in the Stalker house took some mighty shouting before breaking through the barrier of adolescent teens playing on Sega. And so, it went, the diagnosis of dinner deafness, yet to be globally certified but certainly internationally recognized. The cure was then defined with some ease. One bite of the crunchiest chip and the family will appear at the dinner table.

Throughout the creative development, consistent collaboration between BC&F Dentsu and Simplot involved first hand stories of dinner time, parenting stories, and a non-stop taste testing of the battered chips. It was a hard job but someone had to do it.

“I love battered chips,” Paul Catmur was a big fan.

The TV and cinema spot is brought to life by Jamie Lawrence from Eight, and captures the idiosyncrasies of our family with a distinctive style.

And of course, no brand relaunch would be complete without a gleaming new CGI product sequence.

This new collaboration saw Simplot combine several Dentsu agency capabilities, working not only with BC&F Dentsu but also MKTG and Vizeum.

Barnes, Catmur & Friends Dentsu

Experiential: MKTG