Chaitra Leo Burnett handled the launch of Uncle Chipps Potato
Wafers in Delhi, through press, TV and POP (shown below).
The competition was mainly from local products, unbranded potato
chips that were packaged in plastic. Uncle Chipps' superior
packaging retained the fresh, crispy, munchy taste of the chips.
The mnemonic of a jovial "Uncle Chipps", was used
to advantage in the TV commercial (a combination of live action
and animation). The animated Uncle Chipps character danced Michael
Jackson style on top of basket handles at picnics and brightened
up parties to a lively jingle, attracting and entertaining a
crowd of youngsters.
The press ad highlighted the mnemonic and packaging, asking
people to "Begin the munch movement... with the bigga,
fresha, crispa cr-rr-unch!" Copy went on to say that Uncle
Chipps potato wafers were nitrogen-packed in international-standard
packaging for lasting freshness, and quick-fried in a fully-automated
plant so that the wafers absorbed 15% less fat than other wafers,
to "put the crunch in your munch - minus the grease!"
