The objective of this campaign was to communicate and dramatize CRUNCHY's edge of being the first to introduce the Ridged Potatoes to the Egyptian market. This was done by visualizing the BRAND which owns the KNOW-HOW as a MASTER who owns the BOOK of potato secrets. Since the best example for a MASTER in our target group's minds is the typical Martial Arts Master in movies, we decided to go for this theme on the visual level. Flavors were portrayed as students seeking the MASTER’s teachings from THE BOOK to discover what flavor are they destined to be.