Chips on Strike
Campaign Idea
Client: Nestle Tollhouse Chocolate Chips
Insight: Nestle’s Toll House chocolate chips have historically resided in the baking sections of supermarkets and stores. But what do people really use Nestle’s chocolate chips for? Snacking, obviously.
Idea: PR stunt. Nestle Chocolate Chips go on strike, making national news…with an epic return to shelf and re-packaging.
Turns out… I am not the only one who has the habit of eating chocolate chips as dessert…
1. Secrets
Breadcrumbs leading up to the stunt, hinting that Nestle knows your secret in ads…
Missing posters everywhere: no one can find the chocolate chips, all nestle chocolate chips are pulled off of every shelf.
3. Chips on Strike!
Chocolate chips go on strike: breaking news, commercial add during morning news, acts as a smooth extension like a reporter showing empty shelfs in local grocery stores. Chips are protesting to be in both the baking and candy aisle
…what if… after years of being categorized only as a baking good rather than being with all the other finger foods and candies… Nestle’s Chocolate chips got fed up?
2. What if the Nestle Toll House chocolate chips quit?
(and in proper candy proportions)
5. With new instruction label on the baking chips packaging
Because it’s just as valid…
"Toll House chips Unite! We Demand Candy Rights!"
"Stop the Dough Oppression, Candy is Our True Profession!"
“Justice for Chocolate chips”
"Morsels of Joy, Not Just for Cookies to Employ!"
"Candy Shelf is Where We Belong, Keeping Us in Baking is Just Plain Wrong!"
"We’re Sweet, We’re Small, We Belong on Candy Wall!"
"No More Hiding in the Dough, Chocolate Chips Deserve Candy Row!"
"We Know What You Do! We’re Candy Too!"
"Baking Aisle? More Like Baking Exile!"
"We know you can’t bake!"
"You sneak us from the bag,
we see what you do,
Eating us like candy—yeah, we caught you!
But you leave us in baking, out of sight,
We’re candy too, so get it right!"
4. Back, New and Improved
And after successful negotiations, the chips came back as both a baking ingredient and a candy in the candy aisle.
Another news commercial add, & print adds announcing Nestle Chocolate chips are back, in both the baking and candy aisle with new and improved packaging, more true to the chips purpose.