Part of our creative success in advertising can be attributed to discovering the ‘uncomfortable truth’ about a brand. 

So when we discovered that people secretly lick the flavour off of Ruffles before they eat them, we knew we had something good. The trouble is, for anyone who has ever advertised food knows, that licking and tongues are gross.

Our partners at PepsiCo saw beyond this and together we embraced ‘Chip Lickers’ as our own. The social campaign set out to own the cultural behaviour and bring Chip Lickers out of hiding. The campaign exceeded all earned expectations. Chip Lickers felt seen. Ruffles owned the uncomfortable truth and in doing so, broke through in a competitive market of intense flavours.