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Chipsy, the oldest brand of potato chips in Egypt, endorsed the age-old trick that we used to do since we’re kids and made it official on billboards and called it “Chipswich.” but before delving into reviewing this campaign, we need to praise the previous campaign by Tamer Hosny in Ramadan. 

Now, the current campaign as mentioned, is creative yet it mentions a trick any hungry egyptian individual did at some time. which is putting Chipsy in a sandwich. It was a great orientation to localize the advertisement. 

The campaign’s copy “put Chipsy in a sandwich, and it’ll become a Chipsawich” is a great way to localize the idea and also to add a funny twist to the OOH campaign to help in make it unforgettable, and also to let the audience use a term that the brand invented, which is another way to strengthen the brand.

Another direction of localizing the ad is adding the egyptian faces to the billboards along with the slang Egyptian copy, and actually this is not the first time Chipsy used this approach, as the snacks brand used many egyptian brand ambassadors like Amir Karara, Mohamed Gomaa and Mahmoud Ellisy back on 2022.

The campaign’s distribution is wide, as the campaign occupied locations on highways in East Cairo as well as important bridges like the 6th of Oct bridge. 

You can reveal more about this campaign’s budget, OOH kinds, locations, and more by visiting MOOH, Egypt, and The Emirates OOH-dedicated analysis system and Media Intelligence.