Title	INSIDER CHIP OF THE YEAR 2019
Brand	INTERSNACK GMBH & CO KG
Product/Service	FUNNY FRISCH
Category	A01. Fast Moving Consumer Goods
Entrant	DIE BOTSCHAFT COMMUNICATION GMBH Berlin, GERMANY
Idea Creation	DIE BOTSCHAFT COMMUNICATION GMBH Berlin, GERMANY
Production	MUTTERSCHIFF FILM Berlin, GERMANY

Name	Company	Position
Klaus Rehm	Die Botschaft Communication GmbH	CEO Consultancy
Tom Daske	Die Botschaft Communication GmbH	CEO Creative
Jan Köhler	Die Botschaft Communication GmbH	Executive Director Concept
Michael Dielmann	Die Botschaft Communication GmbH	Senior Art Director
Henning Lemke	Die Botschaft Communication GmbH	Senior Copy/Concept
Nofretete Gaillard	Die Botschaft Communication GmbH	Senior Consult
Matthew Steffens	Die Botschaft Communication GmbH	Account Manager

Background

Each year since 2011, funny-frisch has brought out a new variety of chips as part of their “Chipswahl” campaign. Our thought: Let’s take it a step farther! That's why we're looking for the Insider-Chip this year. Anyone can participate and name their personal insider chip on the funny-frisch promotion website (www.insider-chip.de). Simply submit the flavour from your favourite food location and create your own individual pack design with a photo. The aim of the campaign: To engage the funny-frisch community, use this engagement to create a new trendy chip variety and launch it as a new product on the market.

Describe the strategy

funny-frisch, one of the best-known FMCG brands in Germany, is known for its high-quality snack products. As the market leader in the baked-snack sector, funny-frisch is an innovator for new products and flavours. With the Insider-Chip promotion we show in a playful way just how modern brand communication works and how a new chip variety can be created through a collaborative process.

Describe the execution

Our brand ambassadors Sebastian Schweinsteiger and Lukas Podolski spread the word on their social media platforms, explain the campaign and invite their fans to participate. And of course, they will comment on the best submissions and announce the winner at the end of the promotion with support from the FIFA team of three star players Proownez, Sakul and Stylo known as Focus Clan. An expert jury from funny-frisch will select six favourite flavours from all submissions, which will compete in three battles one-on-one to reach the final round. The three final flavours will be produced in small batches and sent in limited test boxes for taste-testing and voting. The flavour with the most votes will be voted Insider-Chip of the Year and added to the in-store assortment as a new fresh chip variety. Additionally, a culinary insider trip will be raffled off as the main prize for the winning flavor.

List the results

The campaign is currently running and thus final figures on participants and reach are not yet available.