The Point

Continuing to grow in a crowded marketplace

Kettle-cooked potato chips is a growing category and, though Miss Vickie’s was a market leader, niche competitors and private label brands were stealing share.

The Plan

Remind them that roots matter

Communicate the family-first, from-the-farm origins of the brand to sandwich shop operators and consumers through packaging, in-store materials, print and digital media, and national account opportunities.

The Idea

Share something good

An entrepreneurial spirit drives most sandwich shop operators, and Miss Vickie’s is a brand that shares similar values as it began with the simple goal of a mother who wanted to provide better chips for her family and worked hard to build the company from the ground up.

The Work

Miss Vickie’s® has been making delicious kettle chips since 1987, but it was due for a refresh to create a clear point-of-difference in the marketplace by communicating the unique history of the brand.


The Payoff

Strong roots grow strong results

The new campaign has resonated with operators and consumers, leading to increased sales and distribution across the board, all while welcoming new flavors to the family and laying the groundwork for a retail launch in the U.S.

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