Daily Insights

Chips Ahoy’s Chipper Mascot

By: Mackenzie Baker | Mar 16, 2020

Chips Ahoy is bringing back a familiar face for its latest cookie promotion.

Chip, the Chips Ahoy cookie mascot, is returning after a six-year hiatus to promote the brand’s two newest cookies made with Reese’s Pieces and Hershey’s Chocolate Chips. As such, Chip  received a digital makeover fit for the campaign that will be running on social and digital media as well as through in-store activations. The campaign focuses on the merging of the iconic candy with the classic cookie, relying on different spots to highlight the “mashup”, including the recently deployed ad showing Chip lounging in a hot tub with a Hershey’s chocolate bar. Hershey’s and Mondelez (Chips Ahoy’s parent company) are two of the top confectionery enterprises, according to a Gartner report, making the cookie collaboration a notable move in the industry. 

The lighthearted campaign portrays the brand mascot as a “lovable optimist,” a fitting depiction as the brand’s objective through the advertisements is to “help spread happiness.” Chips Ahoy’s campaign is rolling out during a stressful time in the U.S., but the jovial tone of the marketing push could help connect with consumers looking to relieve anxiety at home. Other food brands are also leaning more into their mascots during the COVID-19 pandemic as consumers rapidly buy packaged food-goods, in particular. 

Chips Ahoy is bringing back its original mascot, Chip, to build buzz around its new collaboration. Indeed, consumers may be more likely to find comfort in a familiar face during uncertain times.