Situation: Amica Chips competes with San Carlo on a brand level, but is still unable to credibly sustain the challenge. Amica Chips is consolidating its role as second best on the market.

Brief: Reaffirm Amica Chips' role in communication and redefine its brand image, increasing the perception of its brand value. Consolidate brand awareness and increase the relevance of its positioning. Convey its superior crunchiness which makes it a desirable and irresistible product.

Impactful communication style with a leadership tone.

Objectives: Amica Chips must be a challenger and not a follower. It is the potato chip of emotion, impulse and indulgence, it does not require rational explanations on its organoleptic quality because its target does not have these drivers as a motivation for purchasing. It must build an integrated communication strategy in which the set of messages contributes to transmitting a complete and reassuring brand profile in every respect.

The novices pass under the cloister of the monastery as they prepare to enter the church accompanied by organ music in the background. In a comedic turn of events, a resourceful nun, faced with a shortage of communion wafers, ingeniously substitutes them with crispy potato chips. As the priest administers communion to the congregation, he places a chip in the mouth of the unsuspecting novice, resulting in an unmistakable crunch that reverberates through the church. He camera then pans to the nun, who gleefully indulges in the snack, munching away in the sacristy.

The film closes with a close-up of the bag of Amica Chips on the shelf of the sacristy and shown in super, logo and claim "Divinely good.".

• Impact : High

• Reach : relevant planning on media offline – on line focus target 18-35

• Engagement : high with social planning that aims to involve and provoke adhesion to the brand thanks to an ironic and transgressive tone.

• Change in Behaviour : choose Amica Chips for their crunchiness which becomes the core value of the brand.

• Brand perception : young, cheerful and transgressive, suitable for people who don't just want a product but a brand to love in which they recognize themselves by affinity.

• Achievement against objectives : build target loyalty vs private labels, increase market share and profitability. Support the launch of the new Eldorada reference and the entire range.