Gold! GWA Junior Agency

The winning concept centered on a multichannel campaign built around a USP the brand has rarely highlighted: Crunchips are made from German potatoes. The gold-winning duo translated this origin story into a Gen-Z-focused cultural-marketing strategy that broke with traditional advertising in favor of humorous storytelling.

At its heart was a new brand universe featuring their mascot, “The German Potato,” supported by a news portal, OOH placements, social media and UGC, plus a nationwide QR-code scavenger hunt and various gamification elements.

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