An invention the world didn't know it needed has been unveiled. Premium Chips brand Hoeksche Chips, in partnership with Wunderman Thompson, has solved a problem that has haunted chip-eaters worldwide for decades. Humanity has been plagued by the problem of crumbs at the bottom of chip packets – impossible to get out without losing your human dignity or, worse, making a mess on your clothes or the couch.
With a simple twist, the bottom left of Hoeksche's new Salt & Balsamic Vinegar chip packet can be removed, and the last, tastiest morsels can be directed straight to the hand or mouth. The unique Flavour Saver technology was devised with global advertising agency Wunderman Thompson and their offices in Atlanta and Amsterdam so that nothing, not a single crumb, of delicious chips would go to waste.
To delve deeper into the flavourful rabbit hole, we spoke to Ransom Haywood, Associate Creative Director at Wunderman Thompson Atlanta.
What was the brief?
The brief was to create an earned-media moment for Hoeksche Chips Salt & Balsamic Vinegar flavor that captured the attention of a wider audience of snackers through an unexpected product twist.
How did the initial pitch/brainstorming phase go?
At the core of our brainstorming process was the thought around creating a campaign that pushed beyond just video and print.
We felt that the strongest way to elevate Hoeksche Chips was to make the product itself the protagonist of something big. We wanted to change the way people snacked without changing the snack.
Describe the purpose of the brand and its target audience
The purpose of this innovation was to create buzz and capture attention on a global scale to reach a wider audience of chip lovers.
What was your thinking behind the solution?
We wanted to create a buzzworthy innovation that not only heroed the crave-ability of Hoeksche Chips but also solved an overlooked problem that every chip lover has experienced – the crumbs at the bottom of the bag.
Enter the Flavor Saver: a simple but elegant solution for snackers everywhere. Just tear the perforated corner and funnel the leftover crumbs directly into your mouth.
What was the biggest challenge? How did you overcome it?
Creating a product innovation that required a new bag design was an ambitious undertaking that’s beyond a typical advertising campaign. It took many different skillsets and backgrounds coming together to bring the Flavor Saver to life.
What details are you most proud of and why?
While chips have seen countless flavor changes, the bags themselves have gone stale. Innovating a package design that has remained almost entirely the same for decades was a big moment. The flavor saver is something that can live beyond the brand itself.
What do you hope it achieves for the brand?
We hope that this packaging innovation can influence a global snack movement with chip bags that prioritizes minimizing food waste and maximizing flavor.
Credit list for the work?
Client: Hoeksche Chips
Founder/Managing Director: HenkScheele
Founder/Managing Director: Rene de Zeeuw
Packing company: Fresh & Pack Services
Sales Director - Niels Kahlmann
CEO - Rob Nijgh
Agency: Wunderman Thompson (Benelux + Atlanta)
Global Chief Creative Officer: Bas Korsten
Chief Creative Officer, Benelux: Sandra Bold
Executive Creative Director, Atlanta: Jared Kozel
Associate Creative Directors, Atlanta: Ransom Haywood & Fallon Parker
Head of Design / Sr. Art Director, Benelux: Tunchan Kalkan
Project Manager, BeneluxL Min Yoo
Global PR Lead: Emilie Sharp
Benelux PR Lead: Elke Janssens
US PR Lead: Rebecca Sullivan
Production company: Nosh Food Films
Executive Producer: Anne Greeve
Producer: Tom Plinsinga
Regisseur: Jordy Tempelman
DOP: Levien Priem
1st AC: Maxime van Erp
Gaffer: Christian van Marle
Best Boy: Joep Fransen
Set Dresser: Cecile Hanrath
Production Assistant: Martijn Pekel
Production Assistant: Bram Goossens
Post Production and VFX: Volstok
Executive Producer: Johanna Keppens
Post-producer: Mirjam De Vreese & Sarah Verhofstadt
Editor: Pierre Mailly
Grading: Joost Vandekerckhove
Vfx: Matthias Muer
