The target group is potato chips lovers who wants the real thing. The objective is to brand Sørlandschips as the potato chips for chips lovers.What we did was to look at all the diet sites we could find. We took all the cliches we could find on these sites and used them the other way around. Combining sayings encouraging people to gain weight with the simple and homemade expression that Sørlandschips is known for, it has become a humorous reaction to the diet hysteria that we have vitnessed the last years.