HERSHEY’S CHIPITS Baking Chips is the #1 baking chip in the category.  It is the most salient and meaningful chocolate chip brand among its competitors, with 95% brand awareness. In addition, HERSHEY’S CHIPITS Baking Chips dominate the baking aisle with its variety of flavours and size. With such high brand awareness, the challenge was to create an impactful overarching platform for a revitalized HERSHEY’S CHIPITS Baking Chips brand, that attracts young new consumers but does not alienate current consumers and respects its core heritage and status as a leader in the baking chips category.  

We updated the brand positioning and created a consistent, ownable and engaging visual identity system for the HERSHEY’S CHIPITS Baking Chips portfolio. The revitalization of the packaging increases relevancy of HERSHEY’S CHIPITS Baking Chips by expressing high quality and a joyful design and personality that are attractive to both core users and a new younger demographic of home-bakers. We leveraged bright colours to help the brand stand out and differentiate itself from competitors, a strict and consistent visual system across the portfolio that creates ease of navigation, and delicious photography instant appetite appeal. 

The selected design not only received favorable scores on its own but also scored significantly higher than the lead competitor with significantly higher brand recall in research testing.