Grand Alphatech Corporation (Galinco), one of the Philippines’ emerging food and beverage producers, has appointed Campaigns & Grey Philippines as the creative agency for Chips Delight. The company’s brand of chocolate chip cookies come in 10 flavors and innovative pack sizes.
After a competitive pitch involving 12 agencies, the Galinco marketing team found Campaigns & Grey Philippines’ creative recommendations came closest to the brief.
The objective of the TV campaign was to introduce the assortment of Chips Delight chocolate chip cookies as flavors everyone from kids to grandparents will surely love.
The commercial projects brand loyalty as one grows older with Chips Delight. But growing older is treated like a kiddie show, complete with effects commonly associated with cartoons. A little girl tells her brother about her favourite Chips Delight variant (many of which are so unique, local and international competitors don’t even have them) while she magically ages before his eyes. Not to be outdone, big brother grows old too as he lays claim to all the variants Chips Delight has to offer.
In a milieu of biscuit and cookie ads that rely on jingles, family gatherings, song-and-dance numbers and other formulaic creative treatments, Chips Delight stands out with the clever use of variety juxtaposed with the transformation scenes and humorous twist at the end of the TVC.
Commenting about the new agency partnership, Johnny Co, CEO of Galinco, said: “We are very excited about the launch of the Chips Delight TV advertisement which highlights the strong attributes of our brand and the wide range of our consumers. We enjoyed working with Campaigns & Grey Philippines’ highly professional and talented team and the process of developing the creative concept and material for the project”.
