Keeping it Rooted in 

PHILLY

PROBLEM:

While Herr's is a local favorite, it's still struggling to compete with the big boys. It needs to remind customers of the quality of the product while still staying grounded in the Roots of the community.

CHALLENGE

Evolve the current campaign the to focus on the product and flavors while keep the heart of the "Rooted In" look and feel.

Billboard featuring a black and white image of a man eating potato chips, with text that reads "Rooted in Flavor," and a logo for Herr's brand.

While the brand's
black-and-white world helped them stand out, it came at a cost.

The product itself was getting lost in the background instead of driving the craveability that a snack brand needs.

A man eating potato chips with a bag of Herr's potato chips in his hand, smiling. The image has a black and white background with colorful text and logo overlays, including phrases like 'Happiness by the handful,' and 'Roasted in Flavor' with Herr's logo.

We used color isolation to shift the focus. Keeping the neighborhoods black and white preserved the local charm, while fully colorizing the bags made the product the hero.

Bag of Herr's potato chips with ridged texture and red and white packaging.

Herr’s is no slouch when it comes to their flavors. To compete with the big boys, we had to focus on what we do best without losing our heart.

It was time to bring the flavor.

A black-and-white photo of a woman holding a bag of Herr's honey BBQ potato chips while pointing at the camera with a confident expression. The background is decorated with food and science-themed doodles and a red banner with white text that says, "I would cancel plans for this barbecue."

With lively illustrations, real community reactions, and the product front and center, we successfully captured the flavor of the chip and the soul of the city.

This all culminated in on-the-street interviews that showcased the Rooted in Philly

vibes while championing the flavors that make Herr’s, Herr’s 

Fly Philly Fly.

Elevating the design was never about leaving the neighborhood behind. Take a look at how we rolled this visual system out across the rest of the campaign, keeping the product front and center while staying firmly rooted in Philly.

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