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Creative

Snack Brands' Tongue-in-Cheek Super Bowl Campaigns Teach Consumers How to 'Dip Safely'

BBDO North America, Mon, Feb 01, 2021

In partnership with BBDO San Francisco, CHI-CHI’S' campaign follows Covid-19 protocols to protect consumers from unhygienic sharing whilst WHOLLY Guacamole highlights Avocado Hand Insurance for accidental preparation mishaps

Snack Brands' Tongue-in-Cheek Super Bowl Campaigns Teach Consumers How to 'Dip Safely'

CHI-CHI'S and WHOLLY Guacamole have revealed two brand new Super Bowl campaigns designed to help consumers celebrate safely - and while game day celebrations won’t look the same this year, neither will the ad breaks. With major brands pulling the plug on Game Time spots, challenger brands such as WHOLLY Guacamole and CHI-CHI’S brand are finding new and innovative ways to join the conversation.

The makers of delicious salsa, chips and tortillas, CHI-CHI’S' new campaign teaches consumers 'How to Salsa Safely'. Thanks to Covid, social faux pas like burying your hand in the chip bag, grazing the salsa with your fingers, and double-dipping have turned into true party fouls. CHI-CHI’S has found a way to tastefully show consumers how to avoid such penalties and gather around the salsa bowl safely (and even virtually). 

Moreover, the brand is encouraging fans to pledge to 'Salsa Safely' by signing up here. The first 100 people to sign up will receive a 'How to Salsa Safely Kit' which includes tasty chips and salsa, a zippable mask for easy chip and dip access; chip tongs so no one’s grimy hands are being shoved in the chip bowl; and a personal salsa dipping bowl. For every pledge, CHI-CHI’S will also make a $50 donation to World Central Kitchen (up to $10k).


Next, WHOLLY Guacamole knows that no Super Bowl party (even a party for one!) is complete without some tasty guacamole. Which means that in the lead up to the big game, millions of people will be slicing and dicing avocados… but did you know in 2018 alone there were an estimated 9,000 visits to the ER for avocado-related injuries? … That’s why the brand is bringing back Avocado Hand Insurance, in a hilarious new campaign depicting how with WHOLLY Guacamole you get more than great guac. You get protection from avocado-related injuries. 


Moreover, now through 7th February, guacamole fans across the U.S. who upload a video of their best dip on Instagram and tag @eatwholly will be entered for one of two chances to win free guacamole for a year, aka Avocado Hand Insurance. The company will also award one grand prize winner $4,000 as well as a chance to become the next WHOLLY GUACAMOLE hand model.

And while neither CHI-CHI’S nor WHOLLY Guacamole will appear in the big game broadcast, both will be interacting with consumers from the sidelines (AKA on social channels) as they prep and shop for smaller gatherings this year. 

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WHOLLY Guacamole Campaign

CLIENT: Wholly

CAMPAIGN: 'Avocado Hand Insurance'

WHOLLY Guacamole's Agency

AGENCY: BBDO San Francisco

CHIEF CREATIVE OFFICER, BBDO WORLDWIDE: David Lubars

CHIEF CREATIVE OFFICER, BBDO SF: Matt Miller

CREATIVE DIRECTORS: Jason Moussalli & Adam Balogh

ASSOCIATE CREATIVE DIRECTORS: Frankmy Olivo and Jared Johnson

HEAD OF PRODUCTION: Louise Doherty

PRODUCER: Scott James

BUSINESS MANAGERS: Jacqueline Djanikian and Nihad Peavler

VP, GROUP ACCOUNT DIRECTOR: James Campbell

MANAGEMENT SUPERVISOR: Curtis Mackenzie

ACCOUNT SUPERVISOR: Virginia Cardozo

COMMS PLANNING DIRECTOR: Kristie Lee

SR. COMMS PLANNING: Ryan Utter

SR BRAND PLANNER: José Higuera

WHOLLY Guacamole's Production

PRODUCTION COMPANY: Alpen Pictures

DIRECTOR: Mike Bernstein

DIRECTOR OF PHOTOGRAPHY: Yuki Noguchi

EXECUTIVE PRODUCER: Charlotte Woodhead and Christian Heuer

LINE PRODUCER: William Orozco-Cubbon

MUSIC ARTIST: Golden Dunes

WHOLLY Guacamole's Editorial

EDITORIAL COMPANY: BBDO San Francisco

EDITOR: Dalan McNabola

ASSISTANT EDITOR: Josh Soyombo

COLOURIST: Drew Tekulve

WHOLLY Guacamole's Music and Sound

MIX and RECORD COMPANY: One Union Recording

STUDIO MANAGER: Jaylen Block-Smith

SENIOR ENGINEER: Andy Greenberg

CHI-CHI'S Campaign

CLIENT: CHI-CHI'S

CAMPAIGN: 'How To Salsa Safely'

CHI-CHI'S Agency

AGENCY: BBDO San Francisco

Campaign Concept: Havas Formula and BBDO

CHIEF CREATIVE OFFICER, BBDO WORLDWIDE: David Lubars

CHIEF CREATIVE OFFICER, BBDO SF: Matt Miller

CREATIVE DIRECTORS: Jason Moussalli and Adam Balogh

ASSOCIATE CREATIVE DIRECTORS: Frankmy Olivo and Jared Johnson

HEAD OF PRODUCTION: Louise Doherty

PRODUCER: Leslie Seder

BUSINESS MANAGER: Jacqueline Djanikian

VP, GROUP ACCOUNT DIRECTOR: James Campbell

MANAGEMENT SUPERVISOR: Curtis Mackenzie

ACCOUNT SUPERVISOR: Virginia Cardozo

COMMS PLANNING DIRECTOR: Kristie Lee

SR. COMMS PLANNING: Ryan Utter

SR BRAND PLANNER: José Higuera

CHI-CHI'S Production

PRODUCTION COMPANY: Hue & Cry

CREATIVE DIRECTOR: Matt Darnall

EXECUTIVE PRODUCER: Scott Friske

HEAD OF PRODUCTION: Jeff Bybee

JUNIOR PRODUCER: Phebe Martin

CHI-CHI'S Music and Sound

MUSIC ARTIST: Benny Reid

SOUND DESIGN COMPANY: One Union

SENIOR ENGINEER: Joaby Deal, Andy Greenberg

Category: Food , Sauces and Spreads

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