Cape Cod is truly unique. It’s from a small, authentic and well-known seaside town that most people associate with fun. Cape Cod also offers food with a distinctive appearance and crunch, and while it is one of the expensive brands in the category, it also has the highest loyalty, a good indication that it tastes really good.
When developing its new campaign, we initially felt we might need to choose between the authenticity of Cape Cod Chip’s place of origin or the promise of a product that tastes better than anyone could imagine. In the end, we combined the two. Every town has something they are famous for, be it hot wings, cheesesteaks or the world’s largest ball of twine. Hyannis, MA, happens to be the home of ridiculously good potato chips.
Our new creative externalizes the kind of internal enjoyment you feel when eating a Cape Cod kettle cooked chip and shows that for any experience to be better, it would need to be truly ridiculous. The ad begins in the expected, but pleasant location of a beach on Cape Cod among a flock of seagulls. It ends in a far less expected place as the flock of seagulls perform The Flock of Seagulls ‘80s hit “I Ran,” demonstrating that Cape Cod Chips truly are ridiculously good.
Results have been ridiculously good as well. Proven ad recall quadrupled, and sales are at an all-time high.