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.
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.
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.
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.
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.