The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Chips Ahoy The X Factor Mondelez

Mondelēz introduces Chips Ahoy cookie brand to the UK with £8m marketing push

Author

By Ishbel Macleod, PR and social media consultant

October 3, 2014 | 2 min read

Mondelēz has introduced chocolate chip cookie brand Chips Ahoy to the UK in a £8m marketing campaign including a TV ad, VoD and social media.

Chips Ahoy

Initiated by PHD and produced by Drum, the TV ad will be unveiled on Saturday 4 October during The X Factor, starring brand mascot Cookie Guy.

Rick Lawrence, UK biscuits category lead at Mondelēz International UK and Ireland, said: “We’re hugely excited to be bringing the fun and quirky personality of Chips Ahoy to the UK for the first time. The campaign is another big step in Mondelēz’s drive to shake up the biscuit category and the cheeky tone of the campaign will play a strong role in helping us meet our ambition of Chips Ahoy becoming a £50 million brand in the UK. Remember to tune into The X Factor on Saturday 4 October to see the new TVC - you can’t miss it.”

A series of two 20 second ads are set to air on rotation until 19 October, which each looking to get across the cheeky personality of Cookie Guy.

These ads will be supported by VoD to drive extra coverage of the Chips Ahoy specific TV campaign and social support through Twitter and Facebook to amplify the Cookie Guy’s personality.

Omnicom Media Group’s PHD has handled media planning and buying for the campaign while digital amplification and PR support was handled by H+K Strategies.

Chips Ahoy The X Factor Mondelez

More from Chips Ahoy

View all

Trending

Industry insights

View all
Add your own content +