Chips Ahoy! To Disrupt The X Factor Ad Break For UK Launch, Unleashing The Cookie Guy


It takes Ahoy! to shake up the UK cookie market and Mondelēz is set to do just that, with the UK launch of the world’s number one chocolate chip cookie1, Chips Ahoy!

Chips Ahoy! which has a strong, 50‐year heritage - and a worldwide value of more than $1 billion1 – will launch in the UK for the first time this October, refreshing the biscuit aisle and exciting younger consumers looking for a tasty and different treat.

Chips Ahoy!, a brand which challenges the norm with its product innovation and behaviour will be supported by a heavyweight £8 million UK marketing investment over the next 18 months, including high-profile TV and digital activity. The charge will be led by the Cookie Guy – the cheeky Chips Ahoy! character – who likes to push the boundaries and blow a big raspberry in the face of convention, through his harmless acts of rebellion.

On Saturday the 4th of October the brand’s fun and cheeky tone of voice will be established with a breakthrough and disruptive appearance during The X Factor ad break. The Cookie Guy, who embodies ‘Ahoy!’ will be unleashed onto our screens in a truly unexpected 60-­second spot, hijacking one of our much loved  TV  ads. Initiated  by  PHD  and  produced  by Drum, the ad was created to introduce Chips Ahoy! to a target audience of millennials in an innovative and entertaining way.

A set of two, quirky 20-­second ads will also run on rotation from the 2nd to the 19th of October, each one showcasing Cookie’s Guy’s cheeky personality and the spirit of Ahoy!

The TV campaign will be supported with VoD and social media. The VoD will  drive  extra coverage of the Chips Ahoy! specific TV campaign and the social support through Twitter and Facebook will amplify the Cookie Guy’s cheeky personality.

Rick Lawrence, UK biscuits category lead at Mondelēz International UK  and  Ireland,  said: “We’re hugely excited to be bringing the fun and quirky personality of Chips Ahoy! to the UK for the first time. The campaign is another big step  in  Mondelēz’s  drive  to  shake  up  the biscuit category and the cheeky tone of the campaign will play a strong role in helping us meet our ambition of Chips Ahoy! becoming a £50 million brand in the UK. Remember to tune into The X Factor on Saturday 4th October to see the new TVC -­ you can’t miss it.”

Media will be planned and bought by Omnicom Media Group’s PHD. The campaign will also be supported by digital amplification and PR support from H+K Strategies.

Product information

Product name: Chips Ahoy! Popcorn Candy Chip / Chips Ahoy! Crispy Choco Caramel
Product weight: 168g (12 biscuits)
RRP2: £1.99
Case size: 10
ATO: 2nd September


1Euromonitor 2012 2RRPs are recommended only. Retailers are free to set their own price.