Objective: To re-introduce Chips Ahoy as the #1 cookie in America by utilizing social media.
In order to gain talkability through social media, Chips Ahoy will remove the chocolate chips from their cookies for a limited time only. When the unsuspecting customers open their packs to discover missing chocolate chips, they will take to Twitter and Facebook to talk about it. This will then make national headlines and launch the social media aspect of the campaign.
The Chips Ahoy Twitter and Facebook posts will not only tell audiences to look out for the missing chips but will also subtly advocate the fact that Chips Ahoy uses real chocolate chips in their recipe.